This systematic review outlines findings from 37 studies that provide evidence of the impacts of plain tobacco packaging. The review was conducted following the publication of the March 2011 White Paper Healthy Lives: Healthy People which set out a renewed Tobacco Control Plan for England. One of the key actions identified in the plan was to consult on possible options to reduce the promotional impact of tobacco packaging, including plain packaging. Review published by Evidence for Policy and Practice Information and Co-ordinating Centre (EPPI-Centre). The EPPI-Centre is part of the Social Science Research Unit at the Institute of Education, University of London.