Health Secretary Andrew Lansley is "proud" that the UK is to be the first country in Europe to consult on plain packaging.
Addressing the Royal College of Physicians, Lansley said: “Being the first will give us a great chance to shape policy."
Not a ringing endorsement for leaving well alone, is it?
And why the obsession with being first? Tobacco control advocates seem to think it's a badge of honour, whatever the impact. If Britain becomes the first country in Europe to introduce plain packaging it would mean that consumers and retailers are effectively guinea pigs for what is little more than a vanity project.
Surely we should wait, observe and learn from what happens elsewhere? But no, Lansley (like other politicians before him) wants to be associated with a "first" so this bland career politician can put it on his CV.
The good news is that "Everyone will be able to respond to the consultation, including manufacturers and retailers".
That's good of him!
But wait, that's not the full quote. What Lansley actually said was:
"Everyone will be able to respond to the consultation, including manufacturers and retailers, but everyone who responds will be asked about their links with the tobacco industry.
“We won’t be engaging with manufacturers on this as we don’t have any common ground. Tobacco is not like alcohol. There is no responsible level of tobacco consumption. There are no two ways about it - smoking kills and we have to reduce it.”
Does that sound like a man who is approaching the 'public' consultation with an open mind?
Answers on a postcard to the Department of Health.