'We don't need any further delay while 570 children are lighting up for the first time every day’
Cigarettes could be sold in plain packaging by May 2015 following a U-turn by the government on a health policy that previously appeared to have been dropped.
New laws are to be rushed forward so that a ban on branded packets can be introduced before the next general election.
Actual implementation will be subject to a review of the evidence from Australia, the first country to impose plain packaging.
It comes after health campaigners were angered when the government over-ruled the Department of Health and dropped their promise to introduce a ban four months ago.
In July, ministers said they were shelving the proposed ban because of insufficient evidence that it would work.
There were also fears that the Government will become embroiled in a long and costly legal dispute with the tobacco industry, which argues that a ban would be illegal.
Video above is an ad by Cancer Research UK promoting its push for plain packaging on cigarette packs
A ban is also opposed by many Tories, who view it as nanny state interference.
But now Downing Street’s opposition to the measure has begun to fade. Some reports claim this is due to it fearing political damage, as well as undermining its claims to be concerned with public health.
Labour have demanded ministers push ahead with the policy without delay.
‘We need immediate legislation for standard cigarette packaging, not another review. The government needs to stand up to the tobacco industry's vested interests’, said Luciana Berger, the shadow public health minister.
‘The evidence to support standardised packaging is clear. The consensus is overwhelming. We don't need any further delay while 570 children are lighting up for the first time every day,’ she added.
What do you think - will plain packaging help deter young people from taking up smoking? Will it encourage smokers to quit?
Comment below for your chance to win a £25 supermarket voucher