Doctors lobby for shock tobacco ads

European regulators are considering endorsing the same shocking adverts already launched in Canada and Brazil.

The images placed on packets include yellowed teeth and a lung tumour.

Evidence suggests some success for the Canadian campaign, with 63% of those surveyed acknowledging the power of the hard-hitting adverts.

Cancer Research UK is just one of those hoping that they can be reproduced in Europe.

Jean King, its director of education funding, said: "The idea is to make smoking less stylish by depicting the damage it can do.

"Many smokers still perceive cigarettes as cool to smoke and the packaging is designed by the tobacco companies to appeal to this perception.

"Cancer and the tobacco industry do not respect national borders, which is why it is vital to come up with a joint-European strategy."

The charity funds the UK Centre for Tobacco Control Research at the University of Strathclyde.

Mild ban

Its director Professor Gerald Hastings said: "Tobacco labelling is a fantastically effective method of communicating with a group that faces a serious health risk.

"This is one of the most dangerous health issues the globe has ever faced so we need to have effective communication on tobacco's dangers."

He added: "Research has already shown that the current level of health information on cigarette packets is inadequate."

The European Parliament is already acting to toughen up the warnings on cigarette packets.

Legislation recently passed by the Parliament increased the size of the health warning to between 30% and 40% of the surface, and banned the use of terms such as "mild" and "light"

Several types of cancer are caused by tobacco smoking, including lung cancer, head and neck cancer and oral cancer.

It also increases the risk of heart disease.