Local business have found innovative ways to profit from the Australian plain cigarette packaging law at the hear of the investment treaty arbitrations being launched by certain tobacco companies. The law requires manufacturers to incorporate large graphic images on three quarters of the front of Australian cigarette packs. Examples have included photographs of gangrenous feet or a skeletal man dying of cancer. Local entrepreneurs have launched hugely successful cigarette packs boxes that intend to hide the displeasing images and offer an additional stylish accessory available in various colours and designs. The new phenomenon raises questions as to the effectiveness of the law and adds an interesting dimension to the legal proceedings brought to date.