Tobacco companies operating in the Netherlands are to be banned from adding decorative elements to their packaging such as ‘holograms, shiny and glamorous colours, and references to themes such as football or King’s Day’.

And potential innovations, such as packaging which creates an effect when opened – such as a noise or light or smell – will also be forbidden, the minister said.

Junior health minister Martin van Rijn told MPs in a briefing on Tuesday that cigarettes and tobacco may only be sold in simple packaging with a matte finish from July 1 next year.

If tobacco firms don’t comply with the new rules, they face even tougher packaging rules and could be restricted to standard boxes which only carry the name of the company, the minister said.

The measure is one of a string of changes being introduced throughout the EU in an effort to make smoking less attractive.