“Australia’s plain packaging law entails the destruction of brands. It is evident that brands are core to consumers' understanding of the intrinsic characteristics of a product and of their ability to differentiate. Brands drive the creativity and innovation that propel economies. Building a brand is a long-term, significant investment that international law protects from arbitrary government action of exactly the sort at the heart of our claim.
“Today, the Tribunal decided it would be efficient to hear some of
Australia’s objections to the Tribunal’s jurisdiction before moving to
the core issues in the case. We respect the Tribunal's view on which is
the most efficient way to proceed. We are eager to move past preliminary
questions to a hearing during which we will show that
More information about this challenge and Investor State Dispute Settlements is available here.
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