LONDON - Britain is expected to announce strict new packaging rules for tobacco this week, requiring cigarette packets to contain absolutely nothing except a health warning, the Daily Mail reports.

Under the plan, cigarette packs would be plain and unbranded, without color, logos, or graphics. As such, the U.K. will become the first country in Europe to introduce the packaging measure, with an aim of promoting smoking cessation.

Recent data reveals that in 2008-09, smokers comprised 22 percent of the U.K. population, a significant drop from the 1996 figure of 26 percent, though the long-term trend suggests the number of people quitting is slowing down.

The thought is that generic packaging will make cigarettes less attractive if the packs are devoid of graphics and include only graphic health warnings.

Australia is expected to introduce a similar measure next year and the European parliament is planning a similar proposal.

Threats against the tobacco category, such as packaging mandates, "dark" retailing and a thriving contraband tobacco industry, are key topics for the upcoming NACS Global Forum in Vancouver. Register today!