"Generic" packaging--a possible solution to the marketing of tobacco to young people.

Creating a brand image is a key part of marketing tobacco products. It makes subtle promotion of a product possible in spite of national and State barriers (such as advertising bans) through print advertising and televised coverage of international sponsored sporting events. This article argues for the introduction of mandatory generic packaging of all tobacco products as an essential component of a complete ban on tobacco advertising and promotion. The rationale for such a move is that tobacco should be treated as the toxic, addictive and ultimately lethal substance that it is, and responsible governments should not allow cleverly designed and enticing packaging to promote a product if they have decided to end promotion of that product.