Responding to a Department of Health consultation on the proposed European Union tobacco advertising directive, Action on Smoking and Health (ASH) is demanding a general prohibition on marketing that promotes tobacco use rather than simply on tobacco brands such as Marlboro and Camel.
While ASH has already spoken out on the subject of indirect advertising such as Marlboro clothing, the group is concerned that cigarette paper and lighter brands will provide a loophole for the major tobacco firms to exploit.
The EU directive does not address the issue of indirect advertising, while the current UK legislation fails to propose a ban on the promotion of cigarette paper brands.
"(Rizla's) promotion is highly youth-focused, said the ASH response.
"The marketing is not of simply a cigarette paper, but a whole 'attitude' which aims to glamourise the use of the product as an alternative, edgy lifestyle. There is no doubt that this is effective tobacco marketing."
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