A new cigarette package in the European Union is covered with diseased lungs and omens of death on two-thirds of its front and back. But it’s what happens on the other third that Big Tobacco worries about.
Health lobbyists pushed to put the brand name in standard type against a drab background. This innocent-sounding idea is known as “plain packaging,” and it’s the subject of a small world war. Tobacco lobbyists can live with the diseased lungs, but not with losing their trademarks. In May the EU adopted a new Tobacco Control Directive that punts on the issue. The directive merely permits European nations to mandate plain packaging. But to Big Tobacco, even this possibility is plainly unthinkable.
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