Designer packs being used to lure new generation of smokers

Tobacco companies are resorting to slick presentation to target children aged six to 11

Tobacco companies are designing cigarette packs to resemble bottles of perfume or with lids that flip open like a lighter to lure young people into smoking.

Research published yesterday reveals the lengths to which the industry has gone to make its packs attractive to new generations of smokers as opportunities for promoting its products have been progressively reduced.

Responding to last week's launch of a public consultation on tobacco packaging by the Department of Health, Cancer Research UK said the findings provided "a chilling insight" into the power of branding and marketing by the tobacco industry.

The research shows children aged from six to 11 are drawn to the slickly presented packs, responding with remarks such as, "It makes you feel you're in a wonderland of happiness", "It reminds me of a Ferrari" and "Yeah, pink, pink, pink." Jean King, director of tobacco control for the charity, said: "Children are drawn to the colourful and slick designs without having a full understanding of how deadly the product is inside the pack. It is time to end the packet racket."

The range of designs has proliferated over the last decade, since print and billboard advertising of tobacco was banned 10 years ago. Long, slender cigarettes contained in pastel coloured packs indicating femininity, style and sophistication are targeted at young women. Packs of 14 cigarettes are designed to look like packs of 20 but sell at a lower price.

Tobacco companies have admitted that packaging is key to promoting their products. An internal memo from Philip Morris obtained by researchers read: "When you don't have anything else packaging is our marketing."

Cancer Research UK yesterday launched an appeal for signatures to its petition calling for the removal of all branding from tobacco packaging.

Eight focus groups of 15-years-olds assembled by the charity showed clear differences between boys and girls when asked to pick their favourite pack. Girls chose Silk Cut and Vogue Superslims which they related to perfume, make-up and chocolate. Boys preferred Marlbro Bright Leaf, Lambert and Butler and B&H slide packs which suggested maturity, popularity and confidence.

The charity has designed a standardised pack, coloured olive brown, carrying government health warnings and a covert marking as protection against counterfeiters. Teenagers shown the pack described it as "boring and smelly." One said: "God, are my lungs this colour as well?"

Professor Robert West, director of tobacco research at University College London, said lighter coloured packs were perceived as healthier and the presence of branding reduced the impact of health warnings. He said: "Tobacco companies claim they don't market their products to children. But the truth is their products are attractive to children. This is about protecting children."

Around 20 per cent of adults in the UK smoke and each percentage point reduction could prevent 3,000 deaths, he said. Australia is to introduce plain packs from December but is facing a legal challenge from the industry. France, Turkey, Hong Kong and Brunei are reviewing their policy and New Zealand has said it favours plain packs in principle.

Jaine Chisholm Caunt, secretary-general of the Tobacco Manufacturers' Association, said: "There is no reliable evidence that plain packaging will reduce rates of youth smoking."

News
Waitrose will be bringing in more manned tills
newsOverheard in Waitrose: documenting the chatter in 'Britain's poshest supermarket'
Life & Style
life
Arts & Entertainment
Jack Gleeson as Joffrey Baratheon in Game of Thrones
tv
Arts & Entertainment
Ken Loach (left) and Mike Leigh who will be going head to head for one of cinema's most coveted prizes at this year's Cannes Film Festival
filmKen Loach and Mike Leigh to fight it out for the Palme d'Or
VIDEO
Arts & Entertainment
Ian Anderson, the leader of British rock band Jethro Tull, (right) and British guitar player Martin Barre (left) perform on stage
musicJethro Tull frontman leads ‘prog rock’ revival
Sport
Gareth Bale dribbled from inside his own half and finished calmly late in the final to hand Real a 2-1 win at the Mestalla in Valencia
sport
Arts & Entertainment
Who laughs lass: Jenny Collier on stage
comedy... writes Jenny Collier, the comedian whose recent show was cancelled because there were 'too many women' on the bill
News
House proud: keeping up with the Joneses now extends to children's playhouses
newsLuxury playhouses now on the market for as much as £800
News
news
Extras
indybest
News
The academic, Annamaria Testa, has set out on her website a list of 300 English words that she says Italians ought to stop using
newsAcademic speaks out against 'Italianglo' - the use of English words in Italian language
Life & Style
tech
Arts & Entertainment
Ricky Gervais at a screening of 'Muppets Most Wanted' in London last month
tvRicky Gervais on the return of 'Derek' – and why he still ignores his critics
Sport
Luis Suarez of Liverpool celebrates his goal
sport
Arts & Entertainment
James Franco and Chris O'Dowd in Of Mice and Men on Broadway
theatreReview: Of Mice and Men, Longacre Theatre
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 iPad app?

ES Rentals

    Independent Dating
    and  

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

    iJobs Job Widget
    iJobs General

    Apprentice IT Technician

    £150.00 per week: QA Apprenticeships: This company is a company that specializ...

    1st Line Technical Service Desk Analyst IT Apprentice

    £153.75 per week: QA Apprenticeships: This company is an innovative outsourcin...

    1st Line Helpdesk Engineer Apprentice

    £150.00 per week: QA Apprenticeships: This company has been providing on site ...

    Sales Associate Apprentice

    £150.00 per week: QA Apprenticeships: We've been supplying best of breed peopl...

    Day In a Page

    Ricky Gervais: 'People are waiting for me to fail. If you think it's awful, then just don't watch it'

    Ricky Gervais: 'People are waiting for me to fail'

    As the second series of his divisive sitcom 'Derek' hits screens, the comedian tells James Rampton why he'll never bow to the critics who habitually circle his work
    Mad Men series 7, TV review: The suits are still sharp, but Don Draper has lost his edge

    Mad Men returns for a final fling

    The suits are still sharp, but Don Draper has lost his edge
    Google finds a lift into space will never get off the ground as there is no material strong enough for a cable from Earth into orbit

    Google finds a lift into space will never get off the ground

    Technology giant’s scientists say there is no material strong enough for a cable from Earth into orbit
    Westminster is awash with tales of young men being sexually harassed - but it's far from being just a problem in politics

    Is sexual harassment a fact of gay life?

    Westminster is awash with tales of young men being sexually harassed - but it's far from being just a problem in politics
    Moshi Monster creator Michael Acton Smith: The man behind a British success story

    Moshi Monster creator Michael Acton Smith

    Acton Smith launched a world of virtual creatures who took the real world by storm
    Kim Jong-un's haircut: The Independent heads to Ealing to try out the dictator's do

    Our journalist tries out Kim Jong-un's haircut

    The North Korean embassy in London complained when M&M Hair Academy used Kim Jong-un's image in the window. Curious, Guy Pewsey heads to the hair salon and surrenders to the clippers
    A History of the First World War in 100 moments: A forgotten naval victory in which even Nature played a part

    A History of the First World War in 100 moments

    A forgotten naval victory in which even Nature played a part
    Vespa rides on with launch of Primavera: Iconic Italian scooter still revving up millions of sales

    Vespa rides on with launch of the Primavera

    The Vespa has been a style icon since the 1950s and the release this month of its latest model confirms it has lost little of its lustre
    Record Store Day: Independent music shops can offer a tempting alternative to downloads

    Record Store Day celebrates independent music shops

    This Saturday sees a host of events around the country to champion the sellers of well-grooved wax
    Taunton's policy of putting philosophy at heart of its curriculum is one of secrets of its success

    Education: Secret of Taunton's success

    Taunton School, in Somerset, is one of the country's leading independent schools, says Richard Garner
    10 best smartphones

    10 best smartphones

    With a number of new smartphones on the market, we round up the best around, including some more established models
    Mickey Arthur: Aussie tells ECB to stick with Ashley Giles

    Mickey Arthur: Aussie tells ECB to stick with Ashley Giles

    The former Australia coach on why England must keep to Plan A, about his shock at their collapse Down Under, why he sent players home from India and the agonies of losing his job
    Homelessness: Why is the supported lodgings lifeline under threat?

    Why is the supported lodgings lifeline under threat?

    Zubairi Sentongo swapped poverty in Uganda for homelessness in Britain. But a YMCA scheme connected him with a couple offering warmth and shelter
    A History of the First World War in 100 Moments: When the world’s biggest shed took over Regent’s Park

    A History of the First World War in 100 Moments

    When the world’s biggest shed took over Regent’s Park
    The pain of IVF

    The pain of IVF

    As an Italian woman vows to keep the babies from someone else’s eggs, Julian Baggini ponders how the reality of childbirth is often messier than the natural ideal