European Court opinion clears way for plain packaging of tobacco in Ireland

The Irish Cancer Society has welcomed a European Court opinion that has rejected the attempt by the tobacco industry to derail the introduction of plain packaging of tobacco in Ireland in 2016.

The opinion given today by the Court of Justice of the European Union (CJEU) rubbishes the arguments of a tobacco industry that knows plain packaging works.

The Advocate General found that the standardisation of labelling and packaging is a ‘proportionate’ measure and that it decreases the ‘coolness’ of current packaging.

“Plain packaging of tobacco saves lives,” says Kathleen O’Meara, Head of Advocacy & Communications. “Big Tobacco is throwing everything at stopping its introduction in Ireland because they need to recruit 50 new smokers every day in Ireland to replace those dying and quitting.

“Today’s opinion means we’ve overcome a big hurdle. But the tobacco industry has deep pockets and this will not be the last legal challenge to plain packaging either here or at EU level.

“Australia, the first country to introduce the measure, is still fighting off spurious cases from the industry three years on.”

Figures from the Australian Government show that since the introduction of plain packaging the number of people smoking has dropped to historically low numbers. Daily smoking rates have fallen from 15.1% in 2010 to 12.8% in 2013 – compared to 19% in Ireland. And among 12-17 year olds, only 5% smoke in comparison to 8% here.

“The louder Big Tobacco shout about this, the more we know it works.

“The EU Commission and the Irish government have remained steadfast in the face of enormous and costly legal pressure by the industry,” says Ms O’Meara.

“5,200 people die from tobacco related disease every year. The challenge now is to commit to public health, to commit to plain packaging and to reject the actions of a tobacco industry in crisis.

“The European Courts have given a massive Christmas gift to the Irish people. It’s time now to press ahead and ensure that 2016 marks a significant moment in the tobacco endgame.”  

More information

Learn more about the Irish Cancer Society's advocacy campaign regarding plain packaging in Ireland