Among the effective and cost-effective measures to combat tobacco use, the World Health Organization (WHO) recommends focusing on the packaging of tobacco products. This article discusses the impact of plain or standardized cigarette packaging, as recommended by the WHO: identical packaging for all tobacco brands, free of typical marketing elements (logos, colors, images, shapes, brand names, etc.). It summarizes the results of academic research conducted on the effectiveness of this measure. The expected benefits of plain packaging are positive, as it enhances the effectiveness of health warnings, reduces consumer misinformation about the dangers of cigarettes, eliminates the appeal of packaging and branding, and ultimately influences intentions to change behavior. Furthermore, the article highlights the essential marketing role of packaging for the tobacco industry. (R.A.)