(Image Source: News Limited)

JESSICA GOODWIN

ANCHOR CHRISTINA HARTMAN

Australia will become the first country to enforce plain packaging for cigarettes.  The law, approved by the Australian Senate Wednesday, will go into effect on December 2012.
BBC reports.

“Cigarette packages as you know them, and as you don’t. Shocking photos with no branding. In a world first, Australia has passed the law to remove all photos, replacing them with plain packaging. The law cuts all advertising on packs, trying to cut the annual 15,000 smoking related deaths.”

Unsurprisingly, the tobacco industry is furious with the decision and promises to take action.  Lateline spoke with a representative for British American Tobacco.

REPORTER:  “The tobacco industry says it's unconstitutional and it'll go to the High Court if the bill's ever written into law.”
SCOTT MCINTYRE, BRITISH AMERICAN TOBACCO: “We've been pushed down this path. We've been saying all along we don't want to take the Government to court, but Minister Roxon pushed us into this corner and unfortunately that's what's going to take place.”

The tobacco industry launched a campaign, calling the no-label legislation a -quote- “nanny state” decision. Check out this ad...

NANNY: “Now I’m going to remove all branding so everyone pack looks the same.”
MAN: “You do realise that I’m an adult, and that I can make my own decisions?”
NANNY: “Just give me the money. Do as you’re told!”

A writer for The Center for Regulatory Effectiveness says wiping logos from the packs won’t stop people from smoking.

“No evidence exists, however, to suggest that anyone ‘impulsively’ buys cigarettes, nor is there
evidence that the policy would make any difference to smoking rates as no country has yet implemented it... There is nothing to suggest that non-smokers start smoking because the packet has fancy emblems.”

But Television New Zealand applauds the decision, saying that the Australian government is...

“...closer to introducing one of the world's toughest anti-tobacco rules.”

And a researcher from the University of Western Sydney tells Health Canal -- removing the labels could deter at least one market from shoppin’ for cigs.

“It is not the cigarette itself that is initially enticing; it is the image of the cigarette as the ultimate, attainable fashion accessory. If you take away the look and style of the cigarettes, you will take away the appeal for many young women."