Removing the Emperor's Clothes

Removing the Emperor's Clothes: Australia and Tobacco Plain Packaging sets out the evidence for the importance of plain packaging in striking at the heart of what remains of tobacco advertising. It examines the history of the idea, the tobacco industry's frantic efforts to derail it, and the early evidence for its impact; also giving tools to policy makers in other countries wanting to make the best case for plain packaging and to defend it from the inevitable attacks that will follow.