Tobacco giant Philip Morris has threatened to sue the Australian government over its threat to introduce plain coffins for people who die of lung cancer.
Hong Kong-based Philip Morris Asia said its customers 'had a right to be buried in a coffin marked with the logo of the product from which they had derived so much pleasure during their short life'.
Advertising analysts say the company sees branded coffins as a powerful advertising vehicle.
'When mourners are standing around the graveside having a fag,' one said, 'it's important they see the Philip Morris logo.
'And, of course, 'there's always the ashes to ashes angle.'