Anti-tobacco activists believe the introduction of plain cigarette packaging in Thailand will reduce tobacco consumption, but smokers disagree.
Plain cigarette packaging was proposed last Friday by the Public Health Ministry, which hopes it would reduce the number of smokers.
The use of plain packs is backed by the World Health Organisation which has adopted the concept as part of its campaign for World No Tobacco Day today.
Plain-packs are an effective way of reducing tobacco consumption, said Prakit Vathesatogkit, executive secretary of the Action on Smoking and Health Foundation.
Plain packaging, which prohibits the use of logos, colours and branding, will reduce their appeal and allow smokers to better read printed messages about the harmful consequences, he said.
"Cigarette packs are the tobacco firms' last salesman," Dr Prakit said. Their design is the only remaining form of advertising permitted under the Tobacco Control Act, which is currently being revised to introduce plain packs in Thailand. The draft has been reviewed by the cabinet and Council of State and will be forwarded to the National Legislative Assembly.
Australia has enforced plain pack regulations since 2012 with good results, he added, while the United Kingdom, Ireland and France recently voted to do the same.
Smokers doubt the measure will reduce tobacco consumption.
"Long-term smokers won't care about packaging," said 39-year-old Ek [real name withheld], who has been smoking almost 20 years. The only incentive for him to quit would be a price hike, he said.
Thanya (real name withheld) who first started smoking four years ago, also said plain packs would not be a deterrent.
Plain-packaging will usually deter young people and first-time smokers, said Bungon Ritthiphakdee, from the Southeast Asian Tobacco Control Alliance.
However, this is one strategy among several to reduce tobacco consumption and must be implemented in parallel with other deterrents, such as price rises, she said.
"Still, since tobacco companies oppose plain packs so much, it must mean they are working."