Smoke signals: Will plain packaging cause cigarette sales to fall or will minimalist designs have a cachet in their own right?

Chloe Hamilton weighs up the no-frills approach

As MPs bicker over cigarette branding in the Commons and anti-smoking campaign groups front the plain packaging crusade in an attempt to discourage young smokers, I'm reminded of a university friend of mine who used to carry around a delightful little decorated tin, packed with tobacco, filters, and papers. Any branded baccy she bought was quickly deposited into the container because she thought it was more fashionable to roll her own. No brands in sight. Everyone was doing it, she said.

Though all attempts to make cigarettes less appealing should be celebrated, I worry that dressing fags up like forbidden fruit will have the reverse effect to the one intended. If implemented, I envisage plain packaging acquiring a kind of cachet; a kind of outlawed cool that would make it oh-so-appealing to youngsters. After all, it's not that kids are attracted to the brands themselves; it's that they're fixated by the way they're perceived by their peers when wearing, drinking, or eating the branded items. That's why my friend chose to keep her tobacco in an unbranded box. It was cooler.

The Government has so far delayed a decision on plain packaged cigarettes, with David Cameron saying in July they wanted more time to see whether the policy had worked in Australia, which introduced plain packaging almost a year ago.

A sample of Australian smokers, who were polled in November 2012, before the legislation was rolled out countrywide, showed that smokers who bought unbranded packets were 66 per cent more likely to think the cigarettes inside were of a poorer quality, and were 70 per cent more likely to say they found them less satisfying.

Early indications also showed smokers smoking cigarettes from unbranded packaging were 81 per cent more likely to have considered quitting at least once a day during the previous week. Having said that, although in Australia cigarettes are sold without brand logos, the packaging is far from unblemished. Against a greenish brown background are graphic health warnings and gruesome photographs of smoking-related conditions.

In the UK, Cancer Research is urging the Government that no plain means no gain. In March, its executive director of policy and information, Sarah Woolnough, said: "Replacing slick, brightly coloured packs that appeal to children with standard packs displaying prominent health warnings is a vital part of efforts to protect health. Reducing the appeal of cigarettes with plain, standardised packs will give millions of children one less reason to start smoking."

But teenagers are faced with a barrage of pictures every day of their favourite celebrities enjoying a cigarette: a photo uploaded to Instagram showing Miley Cyrus with a cigarette drooping provocatively from her lipstick-laden lips; one of the lost boys in One Direction nipping out of rehearsals for a crafty fag; or Kate Moss and her cohorts stumbling out of a Mayfair club, cigs protruding from their puckered lips.

Arguably, it's the glamorization of the deadly habit that tempts teenagers into taking up smoking, more so than cigarettes sold in attractive packaging. One photo of Audrey Hepburn in Breakfast at Tiffany's is enough to make even the most abstinent among us reach for a cigarette holder, and I'm sure we're all guilty of pretending to smoke candy sticks when we were younger, copying nearby adults who were dragging seductively on their ciggies.

Of course, that's not to say the young aren't attracted to the designs on cigarette packaging (isn't that the only reason people smoke menthol cigarettes? A green packet! What a novelty!), but let's not do our young people a disservice by thinking them so superficial they will be deterred simply by a lack of pretty colours. These kids are creative. Plain packaged cigarettes might just become the next big thing.

Sport
Brazilian fans watch the match for third place between Brazil and Netherlands
world cup 2014Brazil 0 Netherlands 3: Dutch pile on the misery in third place playoff
Sport
Robin van Persie hands his third-place medal to a supporter
Van Persie gives bronze medal to eccentric fan moments after being handed it by Blatter
Arts and Entertainment
TV The follow-up documentary that has got locals worried
Arts and Entertainment
'Deep Breath' is Peter Capaldi's first full-length adventure as the twelfth Doctor
TVFirst episode of new series has ended up on the internet
PROMOTED VIDEO
Life and Style
ebookA wonderful selection of salads, starters and mains featuring venison, grouse and other game
News
Ian Thorpe had Rio 2016 in his sights
people
Arts and Entertainment
Original Netflix series such as Orange Is The New Black are to benefit from a 'substantial' increase in investment
TVHoax announcement had caused outrage
Life and Style
Swimsuit, £245, by Agent Provocateur
fashion

Diving in at the deep end is no excuse for shirking the style stakes

News
Monkey business: Serkis is the king of the non-human character performance
peopleFirst Gollum, then King Kong - now the actor is swinging through trees in Dawn of the Planet of the Apes
Arts and Entertainment
Blackman: Landscape of children’s literature does not reflect the cultural diversity of young people
booksMalorie Blackman appeals for a better ethnic mix of authors and characters and the illustrator Quentin Blake comes to the rescue
News
One Direction star Harry Styles who says he has no plans to follow his pal Cara Delevingne down the catwalk.
peopleManagement confirms rumours singer is going it alone are false
Voices
Mrs Brown's Boy: D'Movie has been a huge commercial success
voicesWhen it comes to national stereotyping, the Irish know it can pay to play up to outsiders' expectations, says DJ Taylor
Arts and Entertainment
Curtain calls: Madani Younis
theatreMadani Younis wants the neighbourhood to follow his work as closely as his audiences do
Life and Style
Douglas McMaster says the food industry is ‘traumatised’
food + drinkSilo in Brighton will have just six staple dishes on the menu every day, including one meat option, one fish, one vegan, and one 'wild card'
Sport
Mario Balotelli, Divock Origi, Loic Remy, Wilfried Bony and Karim Benzema
transfersBony, Benzema and the other transfer targets
Life and Style
Once a month, waistline watcher Suran steps into a 3D body scanner that maps his body shape and records measurements with pinpoint accuracy
techFrom heart rates to happiness, there is little this fast-growing, self-tracking community won't monitor
News
Soft power: Matthew Barzun
peopleThe US Ambassador to London, Matthew Barzun, holds 'jeans and beer' gigs at his official residence. He says it's all part of the job
Sport
Joe Root and James Anderson celebrate their record-beaking partnership
cricketEngland's last-wicket stand against India rewrites the history books
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Have you tried new the Independent Digital Edition apps?

ES Rentals

    Independent Dating
    and  

    By clicking 'Search' you
    are agreeing to our
    Terms of Use.

    iJobs Job Widget
    iJobs General

    Information Security Manager (ISO 27001, Accreditation, ITIL)

    £70000 per annum: Harrington Starr: Information Security Manager (ISO 27001, A...

    C# Developer (HTML5, JavaScript, ASP.NET, Mathematics, Entity)

    £30000 - £45000 per annum + Benefits + Bonus: Harrington Starr: C# Developer (...

    C# Integration Developer (.NET, Tibco EMS, SQL 2008/2012, XML)

    £60000 - £80000 per annum + Benefits + Bonus: Harrington Starr: C# Integration...

    Biztalk - outstanding opportunity

    £75000 - £85000 per annum + ex bens: Deerfoot IT Resources Limited: Biztalk Te...

    Day In a Page

    Iraq crisis: How Saudi Arabia helped Isis take over the north of the country

    How Saudi Arabia helped Isis take over northern Iraq

    A speech by an ex-MI6 boss hints at a plan going back over a decade. In some areas, being Shia is akin to being a Jew in Nazi Germany, says Patrick Cockburn
    The evolution of Andy Serkis: First Gollum, then King Kong - now the actor is swinging through the trees in Dawn of the Planet of the Apes

    The evolution of Andy Serkis

    First Gollum, then King Kong - now the actor is swinging through the trees in Dawn of the Planet of the Apes
    You thought 'Benefits Street' was controversial: Follow-up documentary 'Immigrant Street' has got locals worried

    You thought 'Benefits Street' was controversial...

    Follow-up documentary 'Immigrant Street' has got locals worried
    Refugee children from Central America let down by Washington's high ideals

    Refugee children let down by Washington's high ideals

    Democrats and Republicans refuse to set aside their differences to cope with the influx of desperate Central Americas, says Rupert Cornwell
    Children's books are too white, says Laureate

    Children's books are too white, says Laureate

    Malorie Blackman appeals for a better ethnic mix of authors and characters and the illustrator Quentin Blake comes to the rescue
    Blackest is the new black: Scientists have developed a material so dark that you can't see it...

    Blackest is the new black

    Scientists have developed a material so dark that you can't see it...
    Matthew Barzun: America's diplomatic dude

    Matthew Barzun: America's diplomatic dude

    The US Ambassador to London holds 'jeans and beer' gigs at his official residence – it's all part of the job, he tells Chris Green
    Meet the Quantified Selfers: From heart rates to happiness, there is little this fast-growing, self-tracking community won't monitor

    Meet the 'Quantified Selfers'

    From heart rates to happiness, there is little this fast-growing, self-tracking community won't monitor
    Madani Younis: Five-star reviews are just the opening act for British theatre's first non-white artistic director

    Five-star reviews are just the opening act for British theatre's first non-white artistic director

    Madani Younis wants the neighbourhood to follow his work as closely as his audiences do
    Mrs Brown and her boys: are they having a laugh?

    Mrs Brown and her boys: are they having a laugh?

    When it comes to national stereotyping, the Irish – among others – know it can pay to play up to outsiders' expectations, says DJ Taylor
    Gavin Maxwell's bitter legacy: Was the otter man the wildlife champion he appeared to be?

    Otter man Gavin Maxwell's bitter legacy

    The aristocrat's eccentric devotion to his pets inspired a generation. But our greatest living nature writer believes his legacy has been quite toxic
    Joanna Rowsell: The World Champion cyclist on breaking her collarbone, shattering her teeth - and dealing with alopecia

    Joanna Rowsell: 'I wear my wig to look normal'

    The World Champion cyclist on breaking her collarbone, shattering her teeth - and dealing with alopecia
    Bill Granger recipes: Our chef gives raw ingredients a lift with his quick marinades

    Bill Granger's quick and delicious marinades

    Our chef's marinades are great for weekend barbecuing, but are also a delicious way of injecting flavour into, and breaking the monotony of, weekday meals
    Germany vs Argentina World Cup 2014 preview: Why Brazilians don't love their neighbours Argentina any more

    Anyone but Argentina – why Brazilians don’t love their neighbours any more

    The hosts will be supporting Germany in today's World Cup final, reports Alex Bellos
    The Open 2014: Time again to ask that major question - can Lee Westwood win at last?

    The Open 2014

    Time again to ask that major question - can Lee Westwood win at last?