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Quit calls for an immediate investigation into new ‘kiddie’ packs


Quit has called on the ACCC to investigate a devious attempt by British American Tobacco to undermine graphic warnings on cigarette packets, and lure younger smokers to their product by cleverly manipulating the pack.

The new pack design splits in two small ‘kiddie' packets of cigarettes, easily fit into pockets and bags. The packet of twenty cigarettes splits into one packet of seven cigarettes, and another containing thirteen cigarettes.

The packets also enable the tobacco company to dilute new graphic health warnings by using a double-sided foldout section where they can advertise their brand without the confronting pictures.

Quit's Executive Director, Mr Todd Harper, said the pack may be a breach of the Trade Practices Act.

"The way this new pack is designed essentially means that one of the packs does not carry the required graphic health warnings."

"This is an issue the ACCC must act on now to ensure the tobacco industry does not continue to exploit the pack in an effort to water down the effectiveness of health warnings, and increase attractiveness to a vulnerable youth market."

Mr Harper said the latest ploy by the tobacco industry to attract the youth smokers with the pack was indefensible.

"We know that the cost of cigarettes is an important deterrent for youth who may be considering smoking. This pack is designed with perforations, to allow younger people to share the pack, and therefore the cost, easily."

"The re-emergence of ‘kiddie' packs onto the market is an extremely worrying development, and once again displays the depths that Big Tobacco will sink to recruit young smokers."



Edwina Vellar,
Media Manager
ph: (03) 9635 5400
mob: 0417 303 811

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