Ireland was the first country to implement a full smoking ban in workplaces in March 2004 but even before then the nation’s leaders tried to lead the way in the fight against smoking-related illnesses.

Earlier this week, Health Minister James Reilly took up the mantle, issuing a warning to tobacco companies that they will soon lose the “last vestige of an advertising billboard that they have” – the cigarette box.

Revealing the disturbing graphic images to appear on the boxes, the Fine Gael TD said the proposed legislation – which an Oireachtas committee is to hold hearings on shortly – is “another important step in the government’s fight against the scourge of tobacco”.

He outlined his aim of “de-normalising smoking” and, in the above video, he says the move is to protect children (girls, in particular) from being tempted by cigarettes.
People are giving up the habit, while others are dying, he explained. The tobacco industry must replace its customers are therefore looking to recruit “our children”.
Holding up a metallic, silver box, Reilly says it is designed to be attractive to young girls and looks more akin to something that would hold perfume, and not cigarettes.