The incremental tightening of the tobacco industry’s advertising capabilities led to the investment of billions of dollars into increasingly creative packaging. Today, packing remains one of the industry’s sole methods of promotion and marketing. The size, shape, colour, and font on cigarette packs serve to differentiate brands and promote a certain image associated with the given cigarette package Many studies in recent years have tested the association between pack standardisation and peoples’ attitudes, behaviours, and perceptions of tobacco packaging. The results show that plain packs are thought to be less attractive and associated with less positive characteristics, the health warnings are more salient, and smokers report feelings of wanting to smoke less when using standardised packs. Now we have the real life results from Australia, which show the tobacco control advances that are possible with standardised packaging. This must increase the pressure to have 'plain packaging' introduced throughout the EU.