EU Court Rejects Cigarette Brands’ Appeal Over Pack Wording

11 December 2002

Terms such as ‘Lite’ and ‘Mild’ on cigarette packs are to vanish within the European Union following Tuesday’s ruling by the European Court of Justice.

Imperial Tobacco and British American Tobacco appealed against the banning of such terms on-pack, which health campaigners argue mislead smokers into believing they are less injurious than full-strength cigarettes.

The new rulings, against which there is no further right of appeal, come into force on September 30, 2003 and will require 30% of cigarette pack frontage and 40% of the back to carry health warnings against tobacco use.

However, the pack requirements and the Lite/Mild terminology ban do not apply to brands sold outside the EU.

Data sourced from: BrandRepublic (UK); additional content by WARC staff