Starting on Dec. 1, it will be illegal in Australia to sell cigarettes in “branded” packaging, reported Al Jazeera.
Instead, the government has created a variety of standardized packages for all manufacturers.
“Australia’s government has taken away that flash of color and brand,” says Al Jazeera.
The companies attempted to fight the Australian government, claiming that the new packaging would not deter smoking, would make it easier to create counterfeit products, and that it took away their intellectual property, but they were unsuccessful.
New Zealand, South Africa, and India are considering similar laws, and a commercial is currently running in the U.K. featuring children discussing the allure of distinctive cigarette packaging.
Watch the video, via Al Jazeera, below.