Packaging label space of cigarette is a war zone between the government's and the manufacturer's contradictory messages. The war has been fought for over 30 years around the world. The latest development is the toughest requirement for cigarette packaging design effective December 2012 in Australia where the government warning message prevails in terms of share of space, to the extent that the manufacturers can say nothing except only the brand name in a mandated font style, size and color and this is termed as "Plain packaging" even though the packaging is not plain but full of government message. However, due to the possible boomerang and contrast effect, non-smoking youngster may possibly be driven by their rebelliousness to try cigarette, ironically due to the exacerbated government message. While other governments are contemplating on whether to follow suit or not, we have done a timely study examining the effect of the Australian format of cigarette labeling on smoking avoidance behavior of non-smoking youngster. Also, it is hypothesized that brand popularity moderates the main effect of labeling. A lab experiment was conducted with a 2 (Existing vs. Plain Packaging format) x 2 (Popular vs. Unpopular brand) factorial design. Implication for government policy has been discussed.