Children and young people in the North West are hoodwinked by cigarette packaging, according to BHF report

A press release from the British Heart Foundation (BHF) on 27 December2011 said that:- "Children and young people in the North West are being hoodwinked by glitzy cigarette packaging with almost a 5th making health assumptions based on branding."

We would be interested what are readers think about this statement. Do you agree? According to the British Heart Foundation (BHF) just over 19% of 16 to 25 year olds that they surveyed believed 1 branded cigarette pack was less harmful than another based on the packet design alone. Yet the reality is that all cigarettes contain harmful toxins, tar, and carbon monoxide. This was just one of the shocking findings of a BHF report published ahead of a Government consultation on whether the UK should adopt ‘plain packaging’ for tobacco products.

The report, which includes survey responses from more than 2,700 16 to 25 year olds across the UK and 341 12 to 25 year olds in the North West reveals 75% 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.

16% of young people in the North West said they’d consider the pack design when deciding which cigarettes to buy while more than one in 10 said they’d choose a brand because it was considered ‘cool’.

The overwhelming majority, 86% in the North West thought plain packs were less attractive than branded packs, which shows how plain packaging could make a significant difference in deterring young smokers.

Betty McBride, director of policy and communications at the British Heart Foundation, said:- "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."

Andrea Crossfield, director of Tobacco Free Futures said:- "Putting tobacco products in plain packaging is essential because once tobacco is out of sight in shops tobacco packs will be the last remaining promotional tool for the tobacco industry. There is good evidence that plain, standardised packs are less attractive, particularly to young people, make health warnings stand out more and reduce the ability of packaging to mislead consumers about the harms of smoking. Tobacco Free Futures is pleased that the government is consulting with the public and will use the opportunity to engage with the public about the case in support of plain packaging which we believe will help prevent young people from starting to smoke and make smoking history for children."

A total of 67% of young people in the North West surveyed agreed that cigarette packaging was a form of advertising.

Around 200,000 children and young people in England start smoking each year (2), and more than two thirds of the UK’s existing 10 million smokers started before they turned 18 (3).

The Government is due to launch a public consultation by spring 2012 on whether the UK should adopt plain packaging for tobacco products.

The BHF is sending copies of its report to all MPs inside Australian-style plain cigarette packets in the new year along with a link to a short vodcast – which can be viewed on YouTube - and can be played via YouTube below, showing young people’s reactions to different types of packaging.

In November the Australian government agreed cigarettes need to be sold in standardised plain packs of the same colour without any logos or branding imagery. They will also include large picture health warnings on the front and back of pack and will be mandatory from December 2012.

The BHF is asking the UK Government to introduce a tobacco plain packaging bill into Parliament, and for ministers to seek amendments to the EU Tobacco Products Directive, which would enable large front-of-pack picture health warnings.

The charity is asking members of the public to register their support for plain packaging at:- bhf.org.uk/plainpackaging.   Do you agree?   Please also email our newsroom via news24@southportreporter.com and let us now what you think!