Children 'hoodwinked' by cigarette packaging

29th December 2011 - Children and young people are being "hoodwinked" by cigarette packaging into making health assumptions based on branding, according to a survey.

The figures from a report by the British Heart Foundation (BHF) reveal that just over a quarter of 16-25 year olds believe that cigarettes from one branded pack are less harmful than another based on the packet design alone.

Public consultation

The BHF is urging the government to change the law so that cigarette manufacturers must sell their products in plain packaging without logos or branding imagery. Ministers are due to launch a public consultation on the issue by spring 2012.

The report includes survey responses from more than 2,771 young smokers and non-smokers. Among the findings are that:

• 69% of young people surveyed agreed that cigarette packaging was a form of advertising
• Three quarters think selling cigarettes in ‘plain packs’ - with no colourful branding or logos, and larger health warnings - would make it easier for people to smoke less or quit
• One in six (16%) said they’d consider the pack design when deciding which cigarettes to buy, while one in eight (12%) said they’d choose a brand because it was considered ‘cool’
• The overwhelming majority (87%) thought plain packs were less attractive than branded packs

Around 200,000 children and young people in England start smoking each year, according to official figures, while more than two thirds of the UK’s existing 10 million smokers started before they turned 18.

'Deadly addiction': BHF

Betty McBride, director of policy and communications at the BHF, said in a statement: "As informed adults we know that smoking is a deadly addiction that kills half of all smokers. But young people are not always fully aware of the risks, and the power of branding holds more sway.

"Tobacco advertising is rightly banned in the UK. Yet current glitzy packaging clearly still advertises tobacco on the cigarette box. It’s an absurd loophole the tobacco industry takes full advantage of to lure in new young smokers. We must close if we really want to protect younger generations from taking up this fatal habit."

Australia's lead

Australia is the first country to legislate for plain cigarette packaging. Last month new laws banning brand labels on packs were passed by the Australian Senate, the last key hurdle before coming into effect. The country's health minister said it would give Australia "the best chance of having the lowest smoking rates".

From December 2012 cigarette packs in Australia will have to be sold in standardised plain packs of the same colour without any logos or branding imagery. They must also include large picture health warnings on the front and back.

The BHF said it would be sending copies of its report - 'The plain truth: how tobacco plain packaging will save lives' - to all MPs inside Australian-style plain cigarette packets in the New Year.

Commenting on the report, a spokesperson for the Department of Health said in a statement: "This government is committed to tackling smoking, particularly amongst young people.  The Tobacco Control Plan confirms our commitment to consult on options to reduce the promotional impact of tobacco packaging, including plain packaging.  The consultation will be published in spring 2012 and we would encourage all those with an interest to respond."