Table 1

‘Agree-disagree’ television advertisements

Title	Claim against standardised packaging: We agree that tobacco is harmful, we disagree with plain packaging…	Accompanying visual imagery
Intellectual Property	…because it prevents companies using the legal branding they've created and invested in.	Person with a thought bubble emerging stating: “If I create it I should own it”.
International Trade	…because if New Zealand doesn't respect international brands why should other countries respect ours.	Single wine bottle in foreground with label stating: “Wine exports aren't worth protecting”. Wine bottles with plain labels in background.
Australian Laws	We disagree that Australia’s untested plan packaging laws should be used in New Zealand.*	New Zealand outline positioned within Australian land mass.
Personal Responsibility	…because New Zealanders should be allowed to make their own informed decisions.	Protestor holding placard saying; “If I disagree with something it should be banned”.
What's Next?	…because banning branding sets a troubling precedent for legal products.	Person wanting to buy beer from a liquor store but beer bottles in fridge all have blank labels.