Plain packaging will save lives say campaigners

May 31 2009 by Laura Caroe, Sunday Sun

TOBACCO brands were once emblazoned across Formula 1 racing cars, football grounds, and they even starred in TV adverts . . . but soon they could even be stubbed out from the packets they were designed for. As World No Tobacco Day is marked today, Laura Caroe reports on health campaigners’ latest bid to help child smokers quit the habit.

ADVERTISING gurus spend hundreds of thousands of pounds on enticing designs for products, and cigarette packaging is no exception.

The stylish lettering on boxes of Benson & Hedges or Marlboro cigarettes is instantly recognisable . . . but anti-smoking campaigners hope it will soon be erased from such packets.

Fresh – the group campaigning for a Smoke Free North East – want all tobacco to be parcelled up in plain, white boxes.

The simple packaging will still include the brand name, albeit in small print.

Dominating each box instead will be the harsh health warnings, from "Smoking Kills" messages to gory photographs depicting the horrific health consequences smokers face.

Fresh hope the House of Commons will seriously consider plain packaging to end the only way the tobacco industry can advertise, and they have already claimed one victory this year.

Earlier this month The Lords agreed rows of cigarettes behind store counters should be removed to end the appeal to children and new age restrictions will also be slapped on cigarette vending machines, to help prevent children accessing an easy source of tobacco.

Ailsa Rutter, Fresh director, said: "Nearly 10,000 people from the North East, including many smokers, have told us they want more restrictions on tobacco advertising to make smoking history for children.

"Smoking is serious childhood addiction as most start before they reach 18. At the moment displays are very prominent which are exploited by a massive increase in ranges within brands.

"The habit kills half of its users and 80 per cent of those users start as kids. When people start they might go for the shiny Lambert & Butler packets or if they are cool they might smoke Marlboro as a statement.

"People who smoke Marlboro Gold might think it is healthier than Marlboro Red just because of the colours. Manufacturers spend millions making them look attractive to young people, when the product is lethal.

"They have been very clever as well by putting the graphic pictures at the back of the packet, so you can’t see it when they are on display, so hopefully if all packaging is plain with the same font they won’t be as appealing."

Richard Ferry, of the North East Trading Standards Association, which has campaigned for cigarette vending machines to be banned, said: "Displays have just got bigger and bigger since the advertising ban and the packets themselves are the only way the industry can advertise.

"They are appealing to young people, who are very brand conscious. A product that looks as good as cigarette packets will attract their attention. I think plain packaging is a very good idea and the sooner the better."

Shopkeepers and the British Retail Consortium did not welcome the debate, claiming tobacco products account for as much as 40 per cent of their business.

BRC director general Stephen Robertson has also warned that shop refits would cost at least £2000 per store.

Ailsa denied this and said: "Shops will have time to organise themselves even though it will only take an hour and if a shop is claiming it will kill them off, then they should diversify."

The Bill will now move to the House of Commons to allow MPs to have their say.

Page 2: We must get rid of glossy designs, says TV’s Duncan