The European Union is looking to add restrictions to cigarette packaging, ending "attractive" branding efforts and expanding the area of packages covered by visual and written warnings to 75% of the front and back (December 18). Currently, the warnings extend to only 30% on one side and 40% on the other side.
The ban, which also calls for an end to flavors like menthol and vanilla, which revises an EU tobacco directive of 2001, would become law in 2014.
"Tobacco products should look and taste like tobacco products," said EU commish Tonio Borg in a presser.
"Cigarette packages should respect certain dimensions to guarantee the full visibility of the pictures. Again I want to be very clear: a tobacco product should look like a tobacco product and not like a cosmetic or candy. My aim here is that people can take an informed decision when they look at a pack of cigarettes by getting the clear message that the product they buy harms their health," he added.
According to the WHO, Europe has the highest proportion of smokers of any region across the globe.
by RTT Staff Writer
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