Tobacco News and Interesting Information

IMPERIAL Tobacco faces legal action for using the Quitline number on a 40th birthday insert in Escort cigarette packets.

The insert says that, after 40 years, South Australia's No.1 cigarette brand is "still leading the way with a rich blend of Virginia-style tobaccos and a smooth, generous flavour".

"Proudly, the tradition continues," it says.

Underneath the caption is the heading "Smoking kills" and the Quitline national number.

Quit SA manager David Edwards said Escort had been the most popular brand for smokers aged under 17 in SA for 10 years.

"This (birthday) is no cause for celebration," he said.

"It should be a call to action to increase our efforts to reduce the uptake of tobacco use among young people.

"Thousands of young people, who have become addicted to nicotine, are condemned to a lifetime of tobacco use."

Mr Edwards said a 2005 survey showed 55 per cent of smokers aged 12 to 17 rated Escort their cigarette of choice.

Quit Victoria deputy director Suzanne Stillman said the Quitline number was owned by the Victorian branch. Legal action was being considered.

"We are concerned about the possible linking of the Quitline (and) Escort," she said.

"Using the packet or inserts in packets in any way is a part of the promotion of smoking, part of the promotion of cigarettes. It's one of our great concerns.

"We will be looking at the legality of Imperial Tobacco using the Quitline number without our permission."

Ms Stillman said while the use of the Quitline number on packets was subject to legislation, further use was not.

State Substance Abuse Minister Gail Gago said the best way smokers could celebrate Escort's birthday was by quitting.

"I'm advised this particular promotion doesn't contravene federal packaging laws," she said.

"However, in SA, we have led the way in achieving a national ban on the sale of split cigarette packs and fruit-flavoured cigarettes."

A spokeswoman for Imperial Tobacco did not return calls.