Under the proposed regulations the outside surface of packs would be “drab brown” with a matt finish. The inside would be white or drab brown.
Brand and product names may appear once on the front, top and bottom surfaces of packs.
The only other information allowed would include the quantity, manufacturer details and a health warning.
All text would be in a Helvetica font and any further wrapping would be colourless and transparent.
Last year Euro MPs voted to ban the sale of packs of 10 cigarettes, which today’s regulation would implement.
The coalition initially supported plain packaging, but then dropped the plan in July 2013.
At the time there were suspicions that Mr Crosby, whose lobbying firm was also involved in opposing plain packaging in Australia, persuaded David Cameron not to pursue it.
Mr Crosby denied lobbying the Prime Minister on the issue.
The resulting backlash and support for the measure at the Department of Health forced a rethink.
