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The federal government plans to force tobacco companies to sell their cigarettes in packages that lack distinctive brand designs aimed at enticing smokers to buy their product.

Prime Minister Justin Trudeau signalled in the mandate letter he recently delivered to Health Minister Jane Philpott that he wants the initiative to be one of her “top priorities.”

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The measure, promised by the Liberals in last fall’s election, is being applauded by the Canadian Cancer Society, which says tobacco companies currently use their cigarette packs as “mini billboards.” The cancer society says plain packaging is an “important and logical step to curb tobacco marketing, reduce smoking and save lives.”

The term “plain packaging” is used because, under the initiative, the colours surrounding the name of the brand will all be the same. But the packages will also likely still carry vivid, government-mandated anti-smoking messages.