Introduction - The cigarette pack is a marketing tool for the tobacco industry. To combat this phenomenon, the World Health Organization recommends the implementation of standardized cigarette packs, with identical colors, shapes, and typography across all brands. Method - To assess the effectiveness of this approach, a standardized cigarette pack and a current pack from the leading brand in France were tested on a representative sample of 836 French smokers and nonsmokers aged 18 and older, interviewed face-to-face in their homes. Results - The standardized pack was judged negatively by a majority of respondents (dull, does not make one want to buy it). It was also perceived as being more effective than the current pack at informing people about the dangers of cigarettes, discouraging people from starting to smoke, and reducing or stopping tobacco use. Discussion - This study suggests that the cigarette pack is an effective advertising medium. It is therefore essential to consider implementing standardized cigarette packaging in France to reduce the appeal of tobacco products and combat smoking more effectively. (R.A.)