Cigarettes may come in plain packs

London The government is considering forcing tobacco companies to package their cigarettes in plain brown wrappers in a bid to de-glamorise smoking and stop young people taking up the habit.

The health secretary, Andrew Lansley, is investigating the viability of introducing what would be one of the most radical public health measures ever in the UK.

Senior doctors welcomed the potential ban on colours and logos on packets. However, ministers are likely to face a legal challenge if they go ahead.

Glitzy designs

"We have to try new approaches and take decisions to benefit the population. That's why I want to look at the idea of plain packaging," said Lansley.

"The evidence is clear that packaging helps to recruit smokers, so it makes sense to consider having less attractive packaging. It's wrong that children are being attracted to smoke by glitzy designs on packets."

Lansley stressed that the need to prevent children from starting to smoke was his main motivation for a policy which the tobacco industry fears would be hugely damaging.

"We would prefer it if people did not smoke, and adults will still be able to buy cigarettes [even if plain packs come in], but children should be protected from the start," he said.