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Home Industry News Smokers ‘being misled by gold and slim cigarette branding’

Smokers ‘being misled by gold and slim cigarette branding’

13th April 2011

Cigarettes branded with labels such as 'gold', 'slim' or 'light' are misleading smokers into believing they are less harmful to health than others.

Medical journal Addiction has published a study that polled more then 8,000 cigarette users from the UK, Australia, Canada and the US, revealing that around a fifth incorrectly believe that some brands may offer a healthier option.

It was suggested that many of these misconceptions are driven by the colour of the packaging, which in the past were linked to the branding of certain packs as 'light' or 'low tar' versions, though this is now illegal in many nations.

Dr David Hammond, one of the researchers on the study, said these labels are particularly deceptive to young women, adding that it highlights the need for greater regulation.

He said the findings underline the "potential benefits of plain packaging regulations that will soon take effect in Australia, under which all cigarettes will be sold in packages with the same plain colour, without graphics or logos".

Last month, the UK government detailed its new tobacco control plan, which will examine the possibility of plain packaging, as well as introducing laws to ban tobacco displays in shops.ADNFCR-8000103-ID-800498373-ADNFCR

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