You’ve probably heard that Australia has mandated that tobacco be sold in plain, “drab brown” packs, devoid of all promotional features except the brand name. If you haven’t seen a cigarette pack lately, you may question the rationale for what seems to be a drastic measure. Read this brochure to understand how tobacco companies are exploiting every inch of the pack to recruit and retain smokers and the research evidence in support of plain and standardized tobacco packaging.