Public Health: Australia introduced "plain brown wrapper" Bill to parliament

Tobacco companies who fail to meet the strict standards as to packaging will face fines of up to AUD1 million.

But the companies are concerned about much more than that: if there is little to differentiate one pack from another, then what happens to brand loyalty?

The prospect of customers simply picking up the first box they see is a challenge that has yet to be addressed.

The packs will not, if the law is passed, be entirely devoid of colour: photographs of the possibly horrific consequences of smoking will be displayed across approximately a third of the face of the package - and, with additional information, right across the back.

Brand names - in small letters and no graphics or logos - will be permitted at the foot of the front, on the top and bottom of the packs (so, obviously, packs will be displayed lying down so the photos are not visible. Clever... not).

Apparently, the brown colour was the result of research under which smokers found the colour the least attractive. Somehow that doesn't ring true: brown nicotine stains on teeth, fingers and the ceilings of smoky pubs have not discouraged many.

The UK Government is watching the Australian experiment closely: it has plans to follow suit if there is a demonstrable benefit.