If you walk into a shop today you may notice something missing – there will be no cigarette displays.
From today, all tobacco products have to be out of sight.
It's just one of a string of legislative changes to the tobacco industry including tax hikes on cigarettes.
And while the industry says it's an assault on their profitability, Action on Smoking and Health (ASH) director Ben Youdan says that's not the case at all.
Ben Youdan spoke to Firstline’s Rachel Smalley – watch the interview.