Plain Packaging and its Unintended Consequences

This Policy Note has been provoked by the growing tendency of governments around the world to regulate the advertising industry more and more strictly. Whether in the name of consumer protection or health concerns, decision-makers are eager to attack advertising of products deemed harmful. Recently it has been the sole idea of branding that has been put into question. Plain packaging for cigarettes is now officially debated in Europe and the aim of this Note is to elaborate on the unintended consequences of such a policy.