Canada's government is proposing putting health warnings on individual cigarettes in what would be a world-first way of tackling the habit.
Mental Health and Addictions Minister Carolyn Bennett said she hoped the measure would help reach more people.
She said the key target were young people who often access cigarettes "in social situations sidestepping the information printed on a package".
A 75-day public consultation period on the issue starts on Saturday.
"Adding health warnings on individual tobacco products will help ensure that these essential messages reach people," Ms Bennett told reporters.
She added that photo warnings on cigarette packets - introduced in Canada in 2001 - were no longer as effective as the government had hoped.