'Light' labels on cigarette packs confuse, says research

Young New Zealanders mistakenly believe "light", "mild" or "smooth" cigarettes are less harmful or addictive than others, a new survey shows.

Massey University's Professor Janet Hoek, who led the survey, said it showed the need for regulatory action.

"We know that young people are seduced by the glamorous imagery the tobacco industry still associate with smoking and that, because of this, they do not understand how addictive nicotine is, or the longer term risks of smoking," she said.

"Terms such as 'light', 'mild' and 'smooth' are widely misunderstood by young people, and create the impression that cigarettes labelled in this way are less harmful or less addictive."

Becky Freeman, of anti-smoking group ASH, said the tobacco industry had routinely exploited every opportunity to attract new smokers.

"As promotion channels have become less available, they have paid more and more attention to the design of their packages and the words used on these," she said.

"We urge the Government to follow Australia's lead and afford New Zealand citizens the same level of protection."

Similar research in Australia has led to the Australian Competition and Consumer Commission entering into arrangements with several tobacco companies that will result in the removal of the words "light" and "mild" from cigarette packets.

The tobacco companies will also pay for a remedial campaign designed to correct false beliefs held by smokers.

- NZPA