Health Canada is mandating that all cigarette packages be entirely plain, with “matte, dark, drab brown” as the base colour for all brands. With logos banned, the name of a particular brand can only be printed in a standard font along the bottom. All packaging will feature the same brown base colour, basic grey text and minimalist layout under the new requirements. The measures will also standardize the size and appearance of cigarettes, cigars and other products inside the packages. Health experts and advocates say the policy positions Canada at the forefront of a global push to curb the appeal of cigarette brands, particularly among youth, and eliminate packages as pocket-sized promotions for Big Tobacco.