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Survey finds cigarette branding 'misleading'

7th September 2009

A survey of 1,300 people carried out by researchers at the University of Nottingham found that over 50% thought the word "smooth" on a packet meant the cigarettes inside were "less harmful".

Cigarettes which had gold labels were believed to be healthier than those with red labels by 53% of participants and more easy to quit by 31%. Deborah Arnott, chief executive of Action on Smoking and Health, said the survey meant that all cigarettes should be offered for sale without pictures, words or advertising: "That would remove false beliefs about different brands and communicate the message that all cigarettes are dangerous."

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