Australia's government has formally introduced to parliament what it says are the world's toughest laws on cigarette packaging.

Health Minister Nicola Roxon introduced the legislation Wednesday, saying the government will not be deterred by the threat of legal action from major tobacco companies. She said the laws are designed to remove “the last vestige of glamour” from a product that kills 15,000 Australians a year.

The laws, which are supported by the main opposition party, will require that cigarettes be sold only in plain, brown packages without any of the manufacturers' distinctive trademarks or labels. The packages will also carry large photographs showing the ill effects of smoking, including mouth cancer and gangrenous toes.

Hong Kong-based tobacco giant Philip Morris Asia, which sells Marlboro cigarettes, has filed a notice of claim against the government, arguing the laws violate a bilateral investment treaty between Hong Kong and Australia. The industry is threatening other legal challenges it says could cost the government billions of dollars.

The industry is also funding a national advertising campaign that labels the government as authors of a “nanny state.” However the measures enjoy broad support in parliament, are are expected to pass.