My motivation in supporting the debate today comes entirely from wanting to ensure that we protect children and save lives. I echo everyone who has said, “Let’s do as much as we can to prevent young people from starting to smoke,” because the later they start the less likely they will become addicted and the fewer lives we will see debilitated. It is not just about saving lives; it is about the quality of life that many will suffer. How many people who have taken up smoking desperately want to stop? The best way to stop smoking is not to start in the first place.
John Glen: Does my hon. Friend share the grave concern that a disproportionate number of people from the poorest communities are taking up smoking in ever increasing numbers?
Fiona Bruce: I absolutely do, and I also share the view that young people are attracted to designer brands. They are attracted not just to the product but to the packaging. I have two young sons—one is 17 and one is 20—and I was amazed to discover that not only do young people want to buy designer clothing but there is a trade on eBay for the tags and packaging. People collect the labels.
We have known for a long time that young people are attracted to labels. In 1995 a survey of youth in America told us that young people associated the following words with designer packaging: popular, cool and good-looking. With cigarettes in plain packaging, they associated the words boring, geeky and cheap. In 2012, another survey found that young people felt that if they smoked stylish packs they would be “better and more popular”. The evidence is there. We do not need to delay.
It is a tragedy that each year 200,000 people start to smoke when we could take action. I do not believe that the fact there have already been successful measures is an argument for not taking further action—quite the opposite. According to one statistic I have seen, the display ban on large shops has contributed towards 100,000 fewer young people taking up smoking each year. If that is correct, let us build on the success. Let us do more, and see more and more young people discouraged from taking up smoking.
If I saw a young child drowning in a canal or about to run in front of a car, I would do all that I could to stop them and to save that life. Is that not what we are in a position to do in this House? The public do not want to see young people’s lives and futures damaged by smoking. More than 190 health organisations support standardised packaging. People in this House support it. Let us have a debate and a vote, and take action to protect the health and lives of future generations.
