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Every year, another 340,000 children in the UK are tempted to try smoking. And research has shown that they are more likely to be attracted by designed tobacco packs, than by plain packs.
With regulation in place to restrict television, radio and other advertising, packaging is becoming more and more important to the tobacco industry to help sell their products.
Shiny holograms, pretty pastel colours and wrappers are just some of the eye-catching pack designs available, and there is building evidence to suggest that these packs can attract and mislead children.
Below is a video made by students from Lipson Community College in Plymouth to try and get children to realise the dangers of smoking:
If plain packaging were to be introduced, health warnings could be updated and increased from 30% to 75% of the pack front.
Evidence suggests that the impact of health warnings are lost on current branded packs and become less noticeable.