Government’s cigarette strategy up in smoke

AS I understand it, the logic behind the proposal to “dis-brand” cigarette packaging is that youngsters will be so turned off by the uncool appearance of the package that they will lose any interest they may have in the cigarettes that the packet contains.

After 70 years I still remember my school motto (get out more, yes I know!) as being Esse quam Videri (to be, rather than to appear to be).

Also the school song, which for all its naffness included “Little we care what it may wear – what is itself? That’s the thing”.

I can well imagine the school’s present day pupils seeing those noble sentiments in a new light when, intent on obtaining 20 cigarettes by illicit means, they are confronted by various brands all contained in uniform, mud-coloured packets.

Little indeed will they care what it may wear – is it Embassy No 1? That’s the thing, innit?

Apologies to Bishop Hunkin who wrote the song, and of course far be it for me to identify the school, beyond saying it takes the name of the Cornish city in which it is situated and ends in an “O”.

On these youngsters at least, I fear that the Government’s anti-smoking strategy will be wasted.