Maori cigarette branding 'bizarre, unscrupulous'

A Maori anti-smoking advocate says Philip Morris International's explanation for using Maori branding on cigarettes sold in Israel is bizarre.

The tobacco company said yesterday that the packs, featuring a Maori design and a map of New Zealand, were a limited run, aimed at encouraging "cultural diversity".

"The intent of the packaging was to communicate open-minded acceptance of cultural diversity as a key element of the ... brand."

The cigarettes were no longer "actively on the market in Israel" or any other country, nor would be in the future, Philip Morris said.

The branding has outraged Maori leaders and health advocates.

Maori Smokefree Coalition spokesman Shane Bradbrook said the explanation was bizarre and showed how unscrupulous the tobacco industry could be. "I agree they do appreciate cultural diversity - they have no problem selling products that kill every culture in the world."

Smoking was the leading cause of death among Maori, accounting for more than 650 deaths a year, he said.

Maori Party co-leader Pita Sharples welcomed news that the product was no longer available and warned other companies against using the Maori brand without permission.