Packaging and labelling of tobacco products are used by the tobacco industry for branding and advertising. They have become increasingly important in settings where other forms of advertising and promotion are restricted.1
Tobacco product labelling is used here to refer to text or pictorial information printed on or within tobacco packets, or on the products themselves.
Tobacco product packaging by contrast, describes aspects of the packaging, such as package sizes, shapes, colours, imagery and types of material.
This section describes the past and current labelling on Australian tobacco products.
The effects of packaging on smoking uptake is described in Section 5.13.2 and plain packaging is described in detail in InDepth 11A. Trends in cigarette products and packaging are also discussed in detail in Section 10.8, which includes a discussion of industry branding strategies.
12.9.1 Labelling of tar, nicotine and carbon monoxide yields of Australian cigarettes in the past
It was previously believed that the harms caused by cigarettes could be reduced if the amount of tar and chemicals such as nicotine and carbon monoxide per cigarette were reduced. ‘Yields’ of tar, nicotine and carbon monoxide, as measured by smoking machines, were lower in some types of cigarettes, such as those that contained less tobacco or had different types of filters (see Sections 12.5.2 and 12.8.2.2 for more details). However, it is now known that these so called ’low-tar’ cigarettes—while they may have had yielded lower readings on testing machines—have not reduced the incidence of and mortality from various cancers and heart diseases caused by smoking, as described in Section 12.8.2.4.
This section describes the use of labelling to indicate tar, nicotine and carbon monoxide levels for Australian cigarettes over previous periods of time in Australia.
On-pack labelling of tar and nicotine yields commenced in Australia in 1982 and carbon monoxide yields were included from 1989.2 Tar, nicotine and carbon monoxide figures were printed on the side of packs, as is shown in Figure 12.9.1, using one of a number of nominal yield categories (see Table 12.9.1). Between 1994 and 2006, on-pack tar, nicotine and carbon monoxide ‘average smoke contents’ information was mandated by Commonwealth regulations. Prior to that, there had been a number of voluntary agreements between the Australian Government and the tobacco industry on the labelling of smoke constituents, beginning in 1981.3 Between 1967 and 1994, the Anti-Cancer Council of Victoria and the Commonwealth Department of Health produced ‘tar tables’ to provide ‘smoke contents’ information to people who smoked.2 Publication of ‘tar tables’ ceased after the government sold off its cigarette testing machinery and confined its role to inspection of the industry’s internal yield testing programs.2
The original intent of providing tar yield figures was twofold: firstly, to inform people who smoke about their likely exposures to hazardous smoke constituents and, secondly, to encourage those who were unwilling or unable to quit to switch to brands believed to be less hazardous.2 Later, it was also believed that ‘low tar’ cigarettes would reduce exposure to nicotine for people who smoke, thus facilitating future quit attempts.2 However, ‘low tar’ cigarettes provided a compelling illusion of reduced intakes, while actually delivering doses of nicotine and other harmful smoke constituents comparable to ‘full flavour’ cigarettes. They may have also diverted people who smoke from making quit attempts rather than to have facilitated them.4
When on-pack tar and nicotine yield labelling began in 1982, there were four categories of nominal tar yields or ‘tar bands’: ‘4mg or less’, ‘8mg or less’, ‘12mg or less’ and ‘16mg or less’.2 The Commonwealth planned to phase out the ‘16mg or less’ category but the tobacco industry successfully negotiated retaining it. Further, in 1989 and 1990, the industry unilaterally added ‘2mg or less’ and ‘1mg or less’ tar bands. These were subsequently included in the Commonwealth regulations. Later still, the industry added a ‘6mg or less’ tar band for some brand families.
Having the market segmented into ‘tar bands’ enabled the Australian tobacco industry to create a larger variety of ‘light’ and ‘mild’ varieties than has existed in any other country.5 In other countries, major brand families generally only had ‘regular’, ‘light’ and ‘ultra-light’ varieties. However, in Australia, nearly all major brand families were extended to fill each of the six ‘tar bands’, with combinations of ‘mild’ or ‘light’ descriptors and different pack colours used to differentiate the varieties.5 In the following years, extra nominal tar yield categories, including ‘6mg or less’ and ‘10mg or less’ were used for some brand families, presumably for the purpose of creating further product differentiation within the most popular ‘middle tar’ yield range.
In 2005 the Australian Competition and Consumer Commission (ACCC) determined that ‘light’ and ‘mild’ labelling of cigarette varieties was misleading conduct and obtained undertakings from two of the three manufacturers (Philip Morris and British American Tobacco) to remove such labelling. The third manufacturer, Imperial Tobacco, was eventually persuaded to do so under threat of litigation. Also, in March 2006, tar, nicotine and carbon monoxide figures were replaced with qualitative information about harmful smoke constituents under new health warnings (see Figure 12.9.2).
Despite the changes to labelling introduced in 2006, tobacco companies managed to maintain perceptions of varying levels of harm within brand families across the cigarette market in Australia. Colour-coding of packs and ‘smooth’ and ‘fine’ descriptors continued to be used to identify brand family members with differing taste and harshness characteristics6. Many people who smoke may retain some memory of the nominal tar yields of their chosen brands, as for nearly a year after the ACCC’s determination, the new ‘smooth’ and ‘fine’ descriptors appeared together with nominal tar, nicotine and carbon monoxide figures.
While coloured packaging was eliminated with the introduction of plain packaging requirements in 2012, manufacturers continue to use colour names in brand variants until this was banned with the introduction of new packaging and product requirements from 1 April to 1 Jul 2026 (see details below in Section 12.9.3).
12.9.2 Current labelling requirements for tobacco products in Australia
Labelling of cigarettes and other tobacco products sold in Australia is currently subject to considerable regulation. These rules also apply to images of these products that appear on Australian websites selling them. The regulations in Australia include:
- Mandatory graphic and text health warnings required on all categories of tobacco products, as discussed in InDepth 12A
- Limits to the type of information that can be printed on tobacco product packages
Since 1 Jul 2025 the information on tobacco packs in Australia has been strictly prescribed allowing only the brand name and variant names, the country of origin, contact details of the entity who packed the product in Australia, a code for the date when the product was packaged, a measurement statement (such as number of grams or units), a trade description (such as “cigarettes” or “rolling tobacco”), health warnings, fire safety compliance statement, and a rectangular bar code.7-9 The font and size of the text is also stipulated. These appear on a background of plain packaging, with the same drab dark brown colour used for all products. The only exception to these requirements is for cigars sold as single items, see below.
On Australian websites, tobacco products may only be advertised using an image of a health warning, plus the product name, company and weight of the product.10 Prohibited terms in brand and variant names are discussed below in Section 12.9.3.
Pipe and roll-your-own tobacco are usually sold in Australia in resealable pouches or round tins.11 Labelling of these products is restricted to plain packaging, health warnings, product and company names, contact details of the company, country where it was made, weight of the product and bar code.12 They also have a description of the tobacco, such as ‘rolling tobacco’ or ‘pipe tobacco’.
Cigars in other countries are labelled with a wide range of colours and packaging types, particularly those that promote the premium or elitist branding of the product. They usually have a paper band around the cigar for branding and identification. Cigars are sold in Australia in tins or boxes, or as single products.11 Cigar tins and boxes are regulated similarly to other tobacco products, being restricted to plain packaging, health warnings and basic descriptions of the product and company.7 When sold as single cigars, they must be packaged into compliant retail packaging (such as a cigar bag or cigar tube) prior to sale.7 Paper bands around cigars sold in Australia are also subject to plain packaging, showing only the product name and company on the one background colour.7
Waterpipe (shisha) tobacco, kreteks and bidis sold in Australia are also subject to plain packaging requirements.7 Labelling on websites and on the packets is limited to health warnings plus brief descriptions of the product and company. Bidis sold in Australia may include a single black thread around the circumference of the bidi.7
12.9.3 Brand and variant name regulations before and after 1 Jul 2025
Tobacco products names include brand names (the name under which it is sold or supplied) and variant names (used to distinguish the kind of tobacco product from other tobacco products supplied under the same brand name, by reference to one or more characteristics).
As described above in Section 12.9.1, some cigarettes were formerly labelled as ‘low tar’, ‘light’ or ‘mild’, falsely implying a lower level of harm compared to regular products. From 2006 to 1 Jul 2026 manufacturers were not permitted to use the terms ‘light’ or ‘mild’ in their labelling. However, they were not otherwise restricted in their choice of brand names or the terms used to describe brand variants. Words such as “smooth”, “fine” and “gold” were commonly used to imply quality or reduced harm.6 Brand names also included colours such yellow and white, which were associated with levels of lighter taste compared to blue and red brand variants (see detailed explanations in Sections 12.8.2.2 to 12.8.2.4). Prior to 1 Jul 2026, many brand names also included reference to the filter type or to novelty features such as menthol crush-balls—see Table 10.7 which lists brand names of products sold in Australia in 2021.
The Public Health (Tobacco and Other Products) Act 2023, which came into force between 1st April and 1 Jul 2026, included a widening of the prohibited terms in the brand and variant names and labelling of tobacco products sold in Australia.9 No prohibited terms may be used in the brand and variant names, or on the labelling of tobacco packs. Under the current legislation, names can no longer use terms to describe colours, references to quality, filters, prohibited ingredients and other terms, listed with examples in Table 12.9.2.
Prior to 1 Jul 2026, loose tobacco product names sometimes included terms such as ‘organic’ and ‘no additives’, which may falsely imply that these products are less harmful than regular products. These misleading terms are no longer permitted.9
The names of cigars formerly included descriptions of flavours such as cherry, vanilla and bourbon. Little cigars also included descriptions of flavoured filters such as ‘rum-filtered’ prior to 1 Jul 2025. Names of shisha (waterpipe) tobacco used to contain flavour descriptors such as ‘mango papaya twist’ or ‘tropical passion’. Under the Public Health (Tobacco and Other Products) Act 2023 these products may no longer be labelled with flavour descriptions,9 consistent with the ban on flavouring additives under the same legislation10 (see Section 12.6.7.1).
Related reading
Relevant news and research
A comprehensive compilation of news items and research published on this topic
Read more on this topic
Test your knowledge
References
1. World Health Organization. Tobacco packaging and labelling. 2014. Available from: http://apps.who.int/iris/bitstream/handle/10665/204198/Fact_Sheet_TFI_2014_EN_15309.pdf;jsessionid=DF29D028C0252291BB841675606689F6?sequence=1.
2. King W, Carter SM, Borland R, Chapman S, and Gray N. The Australian tar derby: the origins and fate of a low tar harm reduction programme. Tobacco Control, 2003; 12 Suppl 3(Suppl 3):iii61-70. Available from: https://www.ncbi.nlm.nih.gov/pubmed/14645950
3. A full history of ACOSH. 2020. Available from: https://acosh.org/wp-content/uploads/ACOSH-History.pdf.
4. Tindle HA, Shiffman S, Hartman AM, and Bost JE. Switching to "lighter" cigarettes and quitting smoking. Tobacco Control, 2009; 18(6):485-90. Available from: https://www.ncbi.nlm.nih.gov/pubmed/19892697
5. King B and Borland R. The "low-tar" strategy and the changing construction of Australian cigarettes. Nicotine & Tobacco Research, 2004; 6(1):85-94. Available from: https://www.ncbi.nlm.nih.gov/pubmed/14982692
6. King B and Borland R. What was "light" and "mild" is now "smooth" and "fine": new labelling of Australian cigarettes. Tobacco Control, 2005; 14(3):214-5. Available from: https://www.ncbi.nlm.nih.gov/pubmed/15923475
7. Australian Government Department of Health Disability and Ageing. Guide to tobacco packaging requirements. 2025. Available from: https://www.health.gov.au/sites/default/files/2025-06/guide-to-tobacco-packaging-requirements.pdf.
8. Australian Government Department of Health Disability and Ageing. Guide to tobacco product requirements. 2024. Available from: https://www.health.gov.au/sites/default/files/2024-12/guide-to-tobacco-product-requirements.pdf.
9. Public Health (Tobacco and Other Products) Act 2023 No. 118. . 2023; Available from: https://www.legislation.gov.au/C2023A00118/latest/text.
10. Public Health (Tobacco and Other Products) Regulations 2024 made under the Public Health (Tobacco and Other Products) Act 2023, Office of Parliamentary Counsel C. 2024. Available from: https://www.legislation.gov.au/F2024L00415/latest/text.
11. Australian Government Department of Health. Tobacco plain packaging: Your guide. 2014. Available from: https://www.health.gov.au/sites/default/files/tobacco-plain-packaging-your-guide.pdf.
12. Australian Government. Tobacco plain packaging regulations 2011. Australia Government Federal Register of Legislation, 2011. Available from: https://www.legislation.gov.au/Details/F2018C00935.