LAUSANNE, Switzerland--(BUSINESS WIRE)--May 22, 2015--
Philip Morris International (PMI) today filed suit in the English High
Court to contest the UK government’s recently introduced standardized
packaging regulations for tobacco products. PMI is seeking a decision
that the regulations — which impose a wholesale ban on logos and visual
trademark elements and require all cigarette packaging to look the same
— violate English and European Union law.
“We respect the government’s authority to regulate in the public
interest, but wiping out trademarks simply goes too far,” said Marc
Firestone, PMI Senior Vice President and General Counsel. “Countries
around the world have shown that effective tobacco control can co-exist
with respect for consumer freedoms and private property.”
In April 2015, all tobacco products in the UK were banned from display
at retail, and as early as 2016, EU law will require that health
warnings for cigarettes cover up to 65% of the pack.
PMI’s filing asserts that:
The regulations unlawfully deprive PMI of its trademarks. A core
doctrine of English and EU law is that there must be fair compensation
for deprivations of property, a remedy that the regulations do not
The regulations violate the EU law that says Community trademarks can
be used by identical means throughout the EU, which would be
impossible if the UK government bans their use in the UK.
The regulations obstruct the free movement of goods through means that
are neither necessary nor proportionate to achieving the UK
government’s public health objectives.
A case from the English High Court is already before the European
Union’s Court of Justice to decide whether standardized packaging is
permissible under the EU’s recently enacted tobacco product directive.
If not, then the UK regulations would be invalid. It would have been
far sounder to hear from the Court of Justice before issuing the
Trademarks convey a product’s quality and other attributes and help
consumers select from competing brands in a crowded marketplace. In this
and other ways, trademarks are key to a market economy.
In 2014, Marlboro ranked as the ninth most valuable global brand
with an estimated value of $67 billion.
Firestone continued, “The UK government rushed out the regulations,
with many serious questions left unanswered. The law protects trademarks
because of their essential functions for consumers and in driving
competition. By contrast, a wholesale ban on branding distorts the
market and treats consumers as if they’re not capable of making their
For more information please see:
Philip Morris International Inc.
Philip Morris International Inc. (PMI) is the leading international
tobacco company, with six of the world's top 15 international brands,
including Marlboro, the number one cigarette brand worldwide.
PMI's products are sold in more than 180 markets. In 2014, the company
held an estimated 15.6% share of the total international cigarette
market outside of the U.S., or 28.6% excluding the People's Republic of
China and the U.S. For more information, see www.pmi.com.
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Source: Philip Morris International
Philip Morris International media office
T: +41 (0)58 242 4500