One in eight young people in Sussex are being hoodwinked by cigarette packaging. Just over 12% of 16-25 year-olds surveyed for the British Heart Foundation (BHF) believed one branded cigarette pack was less harmful than another based on the packet design alone.
However all cigarettes contain harmful toxins, tar, and carbon monoxide. The report is published ahead of a government consultation on whether Britain should adopt plain packaging for tobacco products.
One in six said they'd consider the pack design when deciding which cigarettes to buy while one in nine said they'd choose a brand because it was considered cool.
Most of those surveyed, 88%, thought plain packs were less attractive than branded packs - showing how plain packaging could make a significant difference in deterring young smokers.
A ban on selling cigarettes from vending machines came into force in October.
