Sydney, Aug 15 (ANI): Four multinational tobacco companies have lost a landmark case to the Australian Government over plain packaging laws of tobacco in the country.

British American Tobacco, Japan Tobacco International, Philip Morris and Imperial Tobacco contested against the 'plain green box' without any images or logos, in a court in April, which was designed by law enforcement officials to deter smokers.

However, the court ruled the case in favor of the Federal Government, and dismissed the firms' arguments.

President Mike Daube, who chaired the Government's expert committee that recommended plain packaging, said global tobacco companies opposed plain packaging ferociously because they knew other countries would follow Australia's lead.

We know from the companies' own internal documents that packaging is a crucial part of their marketing. They have now lost their last means of promoting smoking to adults and children. This truly is a life-saving victory for public health, News.com.au. quoted Daube, as saying.

A joint statement by Attorney General Nicola Roxon and Health Minister Tanya Plibersek called the win a victory for all those families who have lost someone to cigarettes.

No longer when a smoker pulls out a packet of cigarettes will that packet be a mobile billboard, they said.

British American Tobacco Australia (BATA) said it respected the judgment and will fully comply with plain packaging laws, but claimed that the decision would have serious unintended consequences, the report said. (ANI)