Before you start printing for the Mexican market, you should know the following:
Mexico has one of the most stringent markets for tobacco packs in the world. The rules are firm. If you get them wrong – no packs for you. Therefore, you must first be familiar with the law before you print a single box.
In this guide, everyone can read it. This is not legal advice. It will, however, help you ask the right questions and avoid costly errors. Let’s take a look at what all brands should know.
Playing by the Rules in Mexico
In Mexico, there are strict laws against smoking. They are designed to ensure public health. Brands need to adhere to them to the letter. You can’t bend the rules very much.
The other good news is that the rules are clearly set out. With their knowledge, you can make an astute print job plan. The trick is to memorize them prior to ordering. There is one slight problem and that can cost you an entire batch. So Now is the Time Saves Money Later. All too many brands don’t do this and end up paying for it. Never be one of them!
It’s obligatory to include health warnings.
The most important “rule” is health warning. They must be included on each cigarette pack. These warnings take up a large part of the pack. Uses picture and text.
They require the following amount of space:
- At least 30% of the front of the pack.
- The entire rear of the pack is made of 100% real back-of-the-pack material.
- 100% of one side of the pack
These warnings are not miniature! They are in the majority in the pack. So, you need to play around them in your brand design. This is the first consideration.
The Warnings Change Over Time
Warnings are not permanently set. They are divided into groups by Mexico’s health ministry. These groups cycle according to predetermined time periods. Old warnings are replaced on a schedule by new warnings.
That is, you can’t print one design and leave it at that. Current warning set must be used. And you will have to change when a new set starts. Please always refer to the most current rules before any run.
It’s a significant element that mexican cigarettes boxes have to consider. The art can remain, but the warnings need to stay up to date. A stale warning can render the entire batch unsaleable.
We can still use a brand name.We may still use a brand name.
Here’s some positive news. Plain packaging is not needed in Mexico. This means that you still have the opportunity to use your logo. Your brand colors can still be used. However, you can continue using your own design.
Not all countries are as it is. There are also some plain, drab, unbranded packs. So far, not Mexico. So you have room to make your pack look good.
However, the warnings need to coexist with the branding. Warnings precede the warnings. Your design does not overlap them. Imagine that the pack is common property. The law receives the bulk of the credit. Your brand is given a rest. This smaller space is optimally utilized through smart design.
No Misleading Claims
Mexico does not allow false and misleading packs. The buyer cannot be fooled with your words or art! This is a hard-and-fast rule that is adhered to.
Watch out for these traps:
- Compares one and another pack to see which is better
- Art which conceals or covers a health warning
- Misleading statements, claims and descriptions about the product
Have a neat and honest pack. Avoid tempering, or ignoring, the warnings.
Advertising Is Banned
Mexico has a wide ban against advertising tobacco. This prohibition extends to all and is strict. It restricts the marketing strategies you can implement for the product.
For your pack this translates to not being an advertisement! The design should be straightforward and in compliance with the legal framework. Warnings and brand marks are okay. Prompt promo claims are not.Brisk advertising claims are not. If in any doubt, play it safe and keep it clear! It is best to always go with a clean and legal pack.
Storing and caring for your boxes.
In what ways does all this impact your print job? It moulds almost all things. Most of the area on your mexican cigarette boxes should be devoted to warnings. The remaining space needs to be used for your brand design.
Think ahead to creating a layout. First, mark the warning areas. Add your logo and colours in the blank area. This will save expensive redesigns later.
A good tip: Tobacco packs do not need a tax stamp in Mexico. So there’s one less thing to print. However, it is always advisable to check this with a local expert.
A Smart Printing Checklist that can be used with the checklist template.
Prior to the printing of this short list, run through this short list:
Invest information from the health ministry about the current warning set.Obtain health ministry information on the current warning set.
- First, do the map of the warning areas in the pack.
- Customise your brand in those areas.
- Make sure there is no artwork that obstructs or hides any warning.
- Take away any claim which may mislead a buyer.
- Have subject matter expert to check final art.
This list will save you time, money and stress. The simplest remedy is the best remedy at the present time.
Get Local Help
Rules change. Warning sets rotate. New laws can pass. Don’t use previous versions or assumptions. Please consult for the current regulations before running.
This is where a local expert or lawyer will come in handy. They are familiar with the existing legislation. You can show them your art prior to printing. This little step will save a whole batch.
The Bottom Line
Printing for Mexico is no problem! It’s not without care, however. The law is clear, consistent and effectively implemented. Warning about health issues is the priority. Branding goes around them. Art that is misleading is prohibited.
If you’re designing Mexican cigarette boxes, it is best to begin with the rules, rather than the design. Draw out the warnings first. Don’t make any false claims. Apply existing warning set. Have a local authority to review your work.
This will ensure that your packs move smoothly. Do not do this, or you will face fines, product recall and sales losses. There’s an easy, obvious solution here: get to know the rules, then print responsibly. This is the information any brand should be familiar with before printing for Mexico.
