Australia's health minister has called for the global backing of new rules that would limit the kind of printed labels tobacco companies can put on their products.

Nicola Roxon has claimed that the industry is likely to mount a legal challenge against a policy that would remove branding from cigarette packets.

However, because companies cannot raise disputes through the World Trade Organisation (WTO), it is expected firms will try and win the support of a nation state to further their cause.

"I won't be surprised if tobacco companies are out there looking for a country to claim on their behalf, and we urge countries not to do that," she claimed.

Ms Roxon said that big tobacco firms have a lot of power and a global reach, which would make a challenge to the promotional label legislation a distinct possibility.

Canada recently pushed ahead with strict new rules on the custom designed labels that can be used on tobacco products - introducing 16 different graphic warnings in an attempt to put consumers off smoking. The rules will come into effect next June.

Denny Bros Ltd, 07 October 2011