The government may be encouraged that changing the printed labels of cigarettes to plain ones is the right thing to do following new research by the British Heart Foundation (BHF).
It surveyed more than 2,000 16 to 25-year-old smokers and found that over a quarter make assumptions about products based on packaging.
For example, a quarter thought one branded cigarette pack was healthier than another just because of its outer casing, while 87 per cent said they see plain packs as less cool than those with colourful designs.
Interestingly, three-quarters of the respondents said plain packaging for cigarettes and larger health warnings would make it easier to smoke less or quit.
BHF spokesperson Betty McBride 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."
Earlier this month, health secretary Andrew Lansley said meetings will not get underway to discuss the possibility of introducing non-decorative printed labels to tobacco products until spring 2012.
Denny Bros Ltd, 04 January 2012
