Some high-powered legal fights are particularly worth fighting for.
The one the Government may potentially face against tobacco giant Philip Morris is one such case.
The New Zealand Government is exploring following an Australian initiative to require standardised, de-branded tobacco packaging.
Philip Morris, the maker of Marlboro cigarettes, has threatened to sue the
Australian Government for billions of dollars over the move.
Behind the proposal is an effort to destroy the cool factor that plays such a big part in hooking young people into smoking.
Authorities believe if they make the packaging plain and with large, disturbing health warnings, they will drive emerging young smokers away.
Philip Morris argues that forcing its tobacco into olive-brown coloured packets and standardised fonts for brand names robs the company of the value of its brands, such as Marlboro and Peter Jackson.
It is no secret to anyone that smoking is incredibly costly and damaging to both smokers and those forced to passively inhale their smoke.
Many, many millions of dollars of the health budget each year in this country go to helping smokers with the diseases and illnesses that result from their dangerous habit.
While companies do have a right to market and sell their product within the bounds of the law, morally it is hard to argue with the move by the Australian Government.
Marketing expert Professor Janet Hoek of Otago University said there was a growing body of evidence that plain packaging reduced smoking rates.
If this is the case, let's join the fight and take another huge step toward getting rid of this huge self-inflicted blight on this country.
