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University of Otago smokefree researchers are welcoming the introduction of standardised plain cigarette packaging.
Tobacco companies can no longer advertise their brand on cigarette packs after the Smoke-free Environments (Tobacco Standardised Packaging) Amendment Bill passed its final reading on Thursday.
The law will see brand imagery replaced by large graphic warnings that will take up 75% of the front of tobacco packets.
Brand information will appear in standardised fonts.
Associate Health Minister Peseta Sam Lotu-Iiga said the exact design would be finalised during a review, and the new packs would be in stores late next year.
Co-director of ASPIRE2025 tobacco control research group Janet Hoek said the decision was a "pivotal" measure in reducing the number of smokers in New Zealand from the current 15% of the population, to 5% by 2025.
"If we are to achieve New Zealand’s world-leading smokefree 2025 goal, we urgently need innovative new policies that will greatly reduce smoking uptake and trigger quitting among smokers."
Prof Hoek said the Government should close loopholes observed in Australia, for example by limiting the brand and variant names on packages.
"Otherwise we are going to see poetry on a package which is what has happened in Australia since tobacco packaging was standardised there."
ASPIRE2025, a University of Otago research group spanning several departments, had carried out varied studies into plain packaging.
Prof Hoek called for more diverse warnings.
"We need to have warnings that resonate more with young people and other sub-groups within the wider smoker population."
At present imagery focused on the detrimental health effects of smoking, but through funding from the New Zealand Health Research Trust the group was creating new deterrent image ideas.
Warnings focusing on the financial and social costs of smoking were more salient to young people than long-term health effects, she said.
ASPIRE2025 researchers had also examined cigarette stick design and found showing how many minutes of life people "burn away" when they consume a cigarette could strongly influence smokers.
Prof Hoek said it was crucial Mr Lotu-Iiga capitalised on the momentum created by the new legislation to introduce further measures to deter smokers.
"We hope the Government will soon announce additional measures, such as licensing tobacco retailers.
"It is outrageous that a product known to kill two in three long-term users is sold at more than 6000 outlets in New Zealand, many close to schools."
She acknowledged there was a "fine line" between stigmatising smokers and demonising tobacco, and called on the Government to use the additional revenue from excise tax increases to support smokers who wanted to quit.