In an attempt to reduce smoking, the Australian government is pushing tobacco companies to sell their products in plain packaging.

According to Nicola Roxon, Australia’s Health Minister who spoke on Lateline out of Brisbane earlier today, “This is a public health measure which will have an enormous benefit”.

However, the tobacco industry in Australia isn’t taking this pressure lightly and has begun pushing back. It seems they may also have some help from outside of Australia.

The Paris-based International Chamber of Commerce recently got involved with the standoff after Secretary-general Jean-Guy Carrier wrote a letter to Australian Trade Minister Craig Emerson. The letter stated that forcing tobacco companies to use plan packing in Australia will set a dangerous precedent that could interfere with international laws protecting trademarks and intellectual property.

According to Mr. Jeffrey Hardy, a spokesman for the International Chamber of Commerce, "Plain packaging makes it easier for ... counterfeiters, exposing consumers to products with unknown and potentially dangerous ingredients”.

"It makes it more difficult for consumers to identify the manufacturer responsible for responding to complaints or problems", he added.

It has also been reported that the tobacco companies are pushing from new angles. It is believed that the Malaysian government, which is currently in the middle of crucial negotiations with the Australian government, is also being lobbied by the tobacco industry.