The British Heart Foundation (BHF) has warned that young smokers in the UK believe cigarettes in "glitzy" and branded packaging are less harmful than those that come in plain packaging.

A new report released by the charity showed that more than 25% of regular smokers aged 16 to 25 believed that branded cigarette pack are less harmful to the health than those packed in plain packaging.

It also found that more than three quarters of smokers and non-smokers aged 16 to 25 believe that selling cigarettes in plain packs, with no colorful branding or logos and marked health risks would reduce the sale of cigarettes.

Betty McBride, director of policy and communications at the BHF said that it is known tat smoking kills half of all the smokers.

He added, “But young people are not always fully aware of the risks, and the power of branding holds more sway. Tobacco advertising is rightly banned in the UK. Yet current glitzy packaging clearly still advertises tobacco on the cigarette box."

BHF surveyed more than 2,700 young people, out of which 415 of the group were considered to be regular smokers.