Ireland is the second country to announce plain packaging

 By 2014 Ireland will become the second country in the world after Australia to promote plain packaging for cigarettes.
So why is this a big deal?
Studies show that youth and young adults are attracted to the bright colorful branding on the packages. When the package is plain it will look less attractive and the health warnings will stand out more. Over 5,000 people die of smoking related diseases every year in Ireland.                                                                                                                                               
  http://www.oxygen.org.au/industry/plain-packs/answerisplain.html