Public Health England backs standardised packaging for tobacco

Introducing standardised packaging would be an effective means of tackling the public health problems caused by smoking, according to Public Health England.

The agency has made a submission to the independent review on the matter currently being led by Sir Cyril Chantler, stating there is "substantial and compelling" evidence to support the introduction of such a measure.

Recent literature reviews have suggested that standardised packaging can reduce the attractiveness of cigarette packaging, increase response of health warnings and incentivise current smokers to quit.

Meanwhile, a recent survey of directors of public health in England showed 100 percent support for the move, due to an overwhelming belief that it would contribute to a reduction in health inequalities.

Professor Kevin Fenton, Public Health England's director of health and wellbeing, said the organisation "is convinced that standardised packaging is a crucial component of our broader efforts to reduce the incidence and prevalence of smoking, improve the health and wellbeing of children and young people, and reduce premature mortality".

Sir Cyril's final report on the proposed measure is expected to be published in March 2014.