On the other side of the fence are the European Commission, the World Health Organisation and public health NGOs who say branding restrictions are an effective tool to prevent people from taking up smoking in the first place, especially the younger generation.
According to the WHO, there are over 1 billion smokers worldwide while the diseases caused by tobacco kill over 6 million people every year on a global level.
Speaking at the World No Tobacco Day 2017 (31 May), Health Commissioner Vytenis Andriukaitis said the EU had come a long way in tobacco control legislation over recent years but said there was still work ahead.
“My dream is a Tobacco Free world. A world that no longer needs ‘World No Tobacco Days’ like today,” the Commissioner said.