A major tobacco company has rejected claims it is undermining
the law by not following regulations on the use of graphic
warnings on cigarette packets.
Researchers at Otago University said a new study of bought
and discarded cigarette packs showed the regulations were not
being met.
Graphic warnings became mandatory in August 2008 and tobacco
companies are required to evenly distribute various images
over all cigarette packs.
Otago marketing professor Janet Hoek said the most offensive
graphics were printed less frequently than other "less
disturbing" images.
British American Tobacco today rejected the findings.
"British American Tobacco's graphic health warnings meet all
legal requirements," a spokeswoman said.
"The Ministry of Health has not raised any concerns with us
in this regard."
Dr Hoek said use of "less offensive" graphics, including
images of a diseased mouth or eye, undercut the law and
public health policy.
"Tobacco companies have made it clear they dislike the new
regulations on graphic health warnings, and these findings
suggest they may be trying to minimise the impact of the new
law."
Dr Hoek said tobacco companies should be required to submit
the warnings' print run information.
About 5000 New Zealanders die of smoking related illnesses
each year.
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