Tobacco Packaging

Luciana Berger Excerpts

Thursday 7th November 2013 Commons Chamber

[Luciana Berger (Liverpool, Wavertree) (Lab/Co-op)]

This is the first time I have had the privilege of speaking with you in the Chair, Madam Deputy Speaker, and I look forward to it.

I thank the hon. Member for Harrow East (Bob Blackman) for seeking this debate, the co-sponsors from all parties and the Backbench Business Committee for making it possible. It has been a very good debate, with many thoughtful and powerful contributions and, I think, a large degree of consensus. There is a clear reason for that consensus. In the final analysis, this is a debate about children. Adults do not take up smoking; children do. Despite hon. Members having referred to a drop in the take-up of smoking, more than 200,000 children still take up smoking every year. Eight out of 10 smokers start by the age of 19. As my right hon. Friend the Member for Rother Valley (Mr Barron) said, there are few new smokers over the age of 21. In my patch, there are 460 regular smokers across Liverpool who have not yet turned 15. As the right hon. Member for Sutton and Cheam (Paul Burstow) said, we are talking about a childhood addiction, not an adult choice.

We know that about half of those children—half of all regular smokers—will eventually be killed by their addiction. Contrary to the presentation by the hon. Member for Ribble Valley (Mr Evans), who I am sorry to see is not in his place, tobacco is different from other products, because if it is used properly, as instructed, it kills one in two of its users. It is the only product for which there is an international treaty, the World Health Organisation’s framework convention on tobacco control, precisely because it is not like any other product and has to be treated differently.

Smoking remains by far the largest preventable cause of cancer. As my hon. Friend the Member for Barnsley Central (Dan Jarvis) said, more than 100,000 people die across the UK from smoking-related diseases every year. In Liverpool, 346 deaths per 100,000 are attributable to smoking, whereas the national average is 201 deaths per 100,000. The hon. Member for Rossendale and Darwen (Jake Berry) spoke about NHS spending on the cancer drugs fund.

The question that we should be asking ourselves is whether we are doing everything we can to discourage children from starting to smoke in the first place. Contrary to what the hon. Member for Aberconwy (Guto Bebb) said, I make no apology for asking the emotive questions. Are we doing all that we can to protect our young people? Have we exhausted every measure at our disposal? With that in mind, I want to cover three broad themes: first, why packaging matters so greatly; secondly, why the arguments against standardised packaging do not stand up to close scrutiny; and thirdly, why we cannot afford to wait.

I echo what was said by the hon. Member for Harrow East, my hon. Friends the Members for Stockton North (Alex Cunningham) and for Barnsley Central and my right hon. Friend the Member for Rother Valley about the part that packaging plays in encouraging young people to smoke. It is widely accepted that in the years since the last Labour Government banned tobacco advertising in 2002, the tobacco industry has developed far more sophisticated ways of using packaging to entice people to smoke.

We have all seen what cigarette and tobacco packaging looks like in Britain today, with its bright colours, shiny veneers and slimmed-down packets. We have heard about the boxes shaped like perfume bottles and lipsticks, with the glamorous slogans to match. One slogan that struck me was:

“Indulgence—change the taste to suit your mood”.

Such novelty packets appeal to young people, because that is exactly what they are designed to do. Academics at the university of Stirling tested that by surveying more than 1,000 children for a study that was published in the British Medical Journal a few weeks ago. They found that the children were overwhelmingly more attracted to the packets with such designs.

[Dame Angela Watkinson]

The hon. Lady has spoken about children starting to smoke. Does she agree that the main responsibility lies with their parents, because the money has to come from somewhere? If it does not come from their parents, where does it come from?

[Luciana Berger]

That point has been made by other hon. Members in this debate. I remember from when I was a young person that children do not get their money only from their parents and that they do not necessarily buy the cigarettes themselves. Often, they see other people getting out their packs of cigarettes.

The children in the university of Stirling study who were shown a packet of Silk Cut cigarettes were found to be more than four times more likely to be susceptible to smoking. Those children had never smoked.

It is the packaging that entices children. If we want to discourage children from ever starting to smoke, we need to question whether that is an acceptable way to market a product that is highly addictive, seriously harmful and clinically proven to kill. Smokers advertise tobacco brands to other people every time they take out their pack to smoke. The packets should not be glitzy adverts, but should carry strong and unambiguous health warnings about the dangers of smoking. We should not allow those warnings to be subverted by the design of the rest of the packet.

I will move on to my second theme. We have heard a few arguments against standardised packaging in this debate. We have also heard those arguments from the tobacco industry. I will deal with each of the arguments in turn. Much of the discussion has centred around evidence. Hon. Members have said that there is no evidence that standardised packaging will work. That is not true.

Last year, the systematic review by the Public Health Research Consortium, which was commissioned by the Department of Health, looked at all the evidence on standardised packaging. The findings are clear for everyone to see. It found that standardised packaging is less attractive, especially to young people. My hon. Friend the Member for Worsley and Eccles South (Barbara Keeley) rightly pointed out that it takes away the cool factor. The review also found that standardised packaging makes health warnings more effective and combats the utter falsehood that some brands are safer than others. Those findings have been backed up by 17 studies that have been published since the systematic review. Government Members, including the hon. Member for Ribble Valley, have asked for evidence. We have the evidence.

A separate study that was published in the British Medical Journal in July looked at research from Australia soon after the introduction of standardised packaging. It found that smokers who used standardised packs were 66% more likely to think that their cigarettes were of a poorer quality, 70% more likely to say that they found them less satisfying, 81% more likely to have thought about quitting at least once a day in the previous week and much more likely to rate quitting as a higher priority in their lives than smokers who used branded packs. Not only are people less likely to take up smoking when presented with standardised packs; people who already smoke are more likely to think about quitting if the cigarettes that they buy come in standardised packaging.

[Barbara Keeley]

My hon. Friend is being very generous with her time. The hon. Member for Rossendale and Darwen (Jake Berry) seemed to be quite satisfied with the Government’s action on this issue, although that is perhaps not surprising given the views that he has put forward in this debate. However, it is a fact that fewer people have quit smoking successfully and that fewer people have attempted to quit with NHS help over the last year. That is the first time since 2008-09 that those figures have fallen. I talked about quit services in Salford, but such services are now less successful and there must be a reason for that. Does my hon. Friend take that as seriously as I do?

[Luciana Berger]

I thank my hon. Friend for that important intervention. The figures that came out just the other week do show a drop in the number of people who are quitting smoking through NHS services. I am very concerned about that. As I said at the start of my contribution, 200,000 young people still take up smoking every year. That is exactly what we are seeking to address in this debate.

We have reflected a lot on the Australian experience. The former Australian Health Minister, Tanya Plibersek, reported that there was a

“flood of calls…in the days after the introduction of plain packaging accusing the Government of changing the taste of cigarettes.”

She went on to say:

“Of course there was no reformulation of the product. It was just that people being confronted with the ugly packaging made the psychological leap to disgusting taste.”

That is a significant point. Far from there being no evidence, there is a swathe of evidence.

The second claim raised during our debate is that standardised packaging would increase the trade in counterfeit cigarettes, or impact on the printing trade. Again, it is important to clarify that we are talking about standardised packaging. I have heard hon. Members use the term “plain packaging”, but we are not discussing that. I know I am not allowed to demonstrate this at the Dispatch Box, Madam Deputy Speaker, but standardised packaging is clearly printed; it is not a plain pack. Current packaging is already so easy to forge that covert markings enable enforcement officials to identify counterfeit cigarettes, and all key security features on existing packets would continue on standardised packets. Standardised packaging would make pictorial warnings more prominent and packaging harder to forge.

We heard in an important contribution that standardised packaging might lead to an increase in illicit trade, but that is simply not true. Andrew Leggett, deputy director for tobacco and alcohol strategy at Her Majesty’s Revenue and Customs, stated in oral evidence to the House of Lords European Union sub-Committee on Wednesday 24 July:

“There are a number of potential factors that weigh on counterfeit packaging”,

but that if standardised packaging was introduced, it was

“very doubtful that it would have a material effect.”

[Jake Berry]

I thank the hon. Lady for giving way to give her a chance to find her place. Does she acknowledge that the Government’s current policy on standardised or plain packaging is exactly the same as it was under the previous Government?

[Luciana Berger]

I thank the hon. Gentleman for his intervention but more than three years have passed since that point. I am immensely proud of everything the Labour Government did through their tobacco strategy to reduce smoking. We heard from my hon. Friend the Member for Barnsley Central about the many measures we introduced, but we must do more and go further, and in my concluding remarks I will say why I am disappointed with the Government’s current approach.

The third claim I want to counter is that the proposed changes to tobacco packaging are somehow a symptom of the nanny state. People should, of course, be allowed to make their own decisions, but we should not be standing by while industry sets honey traps and uses every means at its disposal to try to make those decisions for them. Nearly all new smokers are children, we are dealing with an addictive product that is clinically proven to kill, and smoking rates are higher among the most vulnerable groups in our society, particularly children in residential care. That is why today’s debate is so important.

I will conclude with my most important point, which is why we cannot afford to delay. The Minister has previously made it clear that the Government’s position is to wait and see. Her predecessor did the same, despite saying that she personally had been persuaded of the case for standardised packaging a few months previously. Just today, about 570 children across the country, none of them older than 15, will have their first cigarette, and approximately 71 will have done so while we have been debating this subject. If we wait and see, we will be standing idly by while hundreds of thousands of young people become victim to this deadly addiction.

The Opposition have made their position clear. If the Government wish to bring forward legislation to make standardised packaging a reality, they can count on our full support. That was our position before the Government changed their mind about this issue in July, and it is our position now. The Children and Families Bill is making its way through the other place. Labour has tabled an amendment to that Bill to introduce standardised packaging that will be debated in the coming weeks and voted on later this year. That simple measure would make a huge difference and is clearly supported by Members on all sides of the House. On behalf of those 71 children who have started smoking during this debate, and the 200,000 who will start every year, I urge the Minister and her Government colleagues to do the right thing and support our amendment. Let us save future generations from the perils of smoking.