A new survey claims that children are attracted to branded cigarette packaging
Young people say glamorous cigarette branding would encourage them to start smoking while plain packaging has the opposite effect.A new survey of 15 and 16-year-olds also found that children believe that cigarettes communicate "fun" and "style" and make the smoker "look and feel better" about themselves.
The findings show that although the price of cigarettes, currently at €9.40 for a pack of 20, prevent teenagers from purchasing premium brands, appealing packaging has the power to generate buzz, provide the incentive to purchase and can communicate perceived benefits of smoking one brand over another.
Teenagers were shown cigarettes that are currently being sold on the Irish market and categorised them into rejected, acceptable and aspirational brands. Speaking about the super-slim cigarettes which come in lipstick-shaped boxes, one girl said: "They look really cool, I think they would look classy if you had them on the table".
The research was backed by the Irish Heart Foundation and Irish Cancer Society who support legislation that will make it illegal for cigarette companies to use colour, text and packet size to market cigarettes. The legislation could be enacted by early next year.
The HSE's National Office of Tobacco Control claims the tobacco industry needs to recruit 50 new smokers a day to replace those their products kill, or those who manage to quit.
Launching the research, Minister James Reilly said we must stop marketing "gimmicks" being used to "lure our children into a deadly addiction that will ultimately kill half of those who become addicted.
"It is not acceptable that a product that kills 5,200 Irish people every year is packaged in a slim, pink container that strongly resembles perfume or lipstick."
Chris Macey from the Irish Heart Foundation explained why some cigarette packaging is appealing to young people:
