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Ireland to introduce plain tobacco packaging

Ireland is all set to introduce plain cigarette packaging and uniform labeling and will become the first country in the European Union to ban branding on packages.

All trademarks, logos, colors and graphics from tobacco products will be eliminated and sold in the country, as part of the new rules. The brand name will also be presented in a standardized typeface in packages of one plain neutral color.

Irish Health Minister James Reilly said the introduction of standardized packaging will remove the last hurdle for tobacco companies to promote the deadly product in the country.

"Plain packaging is one of a number of measures that are required to effectively denormalise smoking in our society. As such this initiative should not be looked at in isolation," Reilly said.

Standardized packaging is expected to increase the effectiveness of health warnings; reduce false health beliefs about cigarettes; and minimize brand appeal particularly among youth and young adults.