Removable labels set smoke alarms ringing

Anti-smoking groups worry that the tins appeal to the young.

Anti-smoking campaigners are furious over the launch of trendy new cigarette tins which have removable health warnings.

"The tins are cool, attractive and have an easy-to-peel-off Ministry of Health warning," ASH NZ director Becky Freeman said.

ASH NZ and the Cancer Society say the move is an attempt to undermine proposed graphic health warnings, and exploits a loophole in the law.

The ministry said it was investigating whether the new labels were illegal but had yet to see a tin.

Ms Freeman said the reusable plastic Benson & Hedges tins - which are sold full of cigarettes - would appeal to young smokers, who could remove the warnings.

She called on the ministry to make peel-off labels illegal after its review of cigarette warnings.

"We know that an average smoker will open their cigarette packet about 15 times a day, and we know the number of exposures to a warning makes a big difference to whether the warning is ignored."

With the move, British American Tobacco was undermining new labels which will feature a quitline number.

"The more people who have that number, the fewer customers they are going to have."

The tins cost $10.20 - the same as a packet, she said.

Benson & Hedges had a 75 per cent share of the New Zealand market.

In Australia, the tins went on sale just months before graphic warnings became law.

Cancer Society spokeswoman Belinda Hughes said there was "no doubt" the tins were a marketing ploy by tobacco companies to undermine health warnings

"They are clearly gearing up for the new graphic health warnings with this strategy," she said.

"We call on the Government to implement strict legislation that will close loopholes that the tobacco companies will exploit.

"We want assurances irremovable picture warnings will be placed on all tobacco packaging, including tins."

Nobody at British American Tobacco's New Zealand office was available to comment.

- NZPA