In an attempt to reduce the number of smokers in its country, the French government announced new plans to introduce anti-smoking policies. These policies are aimed at reducing the number of smokers in the country by 10 percent over the course of the next five years.

The tough approach is part of revamped efforts to reduce smoking after past efforts failed to produce the desired results. Instead of reducing the numbers, France’s rate of adult smokers went up two percent from 2005-2010, from 28 to 30 percent. This means that nearly one in three adults in the country smoke, one of the highest rates in Europe.

According to the health minister, Marisol Touraine, there are 73,000 smoking-related deaths each year in France. The new, tougher measures are meant to address this fact and hopefully change it.

The new policies will institute a ban on smoking in playground areas as well as restrict the use of e-cigarettes in certain public spaces, such as closed work areas.

Perhaps the most controversial measure the French government plans to take is to enforce a change in packaging. Packages will be required to follow several universal guidelines that will determine the size, shape, color and decoration on the boxes. Logos and health content will also be regulated under these measures.

It is hoped that neutralizing the packaging will reduce the amount of brand pressure young people feel from cigarettes, thus making the product less appealing and less likely to ensnare youngsters in to lifelong addiction and smoking-related health consequences.

Australia is the only other country to put such a policy in place regarding packaging on cigarettes.

Tobacco companies in France are not pleased with the packaging restrictions proposed by the government. They complain that the policies impose upon their brands, and claim that enforcing such restrictions could leave the government vulnerable to costly lawsuits as these companies seek to protect their brands and intellectual property.

The proposed new policies are set to go to the French Parliament this fall as part of a bigger health plan bill this fall.