Plain tobacco packaging, also known as general, neutral, standardized, or homogeneous packaging, is the packaging of tobacco products, generally cigarettes, without any branding (colors, imagery, commercial ensigns, and trademarks), including only the brand name in a commanded size, fountain, and place on the pack, in addition to the health warnings and any other fairly commanded information similar as poisonous ingredients and duty- paid prints. The appearance of all tobacco packs is standardized, including the color of the pack. The junking of imprinting on cigarette packaging is a regulation of nicotine marketing and aims to discourage smoking by junking positive associations of brands (including design and symbol) with the consumption of tobacco. It also aims to remove an available avenue of brand advertising for cigarette companies. Australia was the first country in the world to introduce plain packaging, with all packets vended from 1 December 2012 being vented in totem-free, drab dark brown packaging. There has been opposition from tobacco companies to plain packaging laws, some of which have sued the Australian government in Australian and transnational courts. Since the Australian government won the court cases, several other countries have legislated plain packaging laws. Plain packaging was included in guidelines for the World Health Organization Framework Convention on Tobacco Control. On 31 May 2016, on World No Tobacco Day, the WHO called on governments to get ready for plain packaging of tobacco products.