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Black packaging is associated with higher priced products, prestige and elegance.11 Black is commonly used by those in creative design to convey sophistication (eg, tuxedos and black clothing as a fashion statement), importance and respect (eg, limousines and official cars that transport dignitaries are commonly black) and appearing authoritative.12 13 Specific to cigarette packaging, internal documentation from Philip Morris indicates that shiny or textured black backgrounds communicate classy, contemporary, distinguished, stylish, rich, aspirational (important, competent, successful) attributes to consumers.14 Although the meaning of colours can vary cross-culturally, expensive, powerful and authority are meanings associated with black that transcend domestic markets, including several Asian cultures such as China, Japan and South Korea.15 Intrafamily codes continue to be used to infer relative harm for PMIs new brand architecture that includes Marlboro brand variants being offered in black-coloured cigarette packages

Dr Rob Branston, from the University of Baths School of Management, said: Taxation on tobacco is one of the best weapons we have against smoking but it must be applied consistently for maximum impact