Health Secretary Andrew Lansley said his mind is "open" over proposals to strip cigarette packets of branding as a consultation on the plans was launched.
Mr Lansley invited people to give their views on whether branded cigarette packaging should disappear from the shelves.
"We are going to consult on whether we think it will work," he told Daybreak.
"It is an open question at the moment. This is a particular issue .. we have got a whole range of measures to try and reduce tobacco smoking in this country and control tobacco.
"Would plain packaging of the type you are demonstrating, would it offer a significant additional health benefit? At the moment actually our minds are open on this subject - mine too."