TODAY (Monday) people in the North-East are being targeted by a hard hitting film from Cancer Research UK which shows how the tobacco industry encourages youngsters to smoke.

The film is being launched online ahead of a debate in the House of Lords on legislation which could pave the way for the introduction of plain, standardised packaging of tobacco.

Every day 24 children, aged 11-15, start smoking in the North East.

Cancer Research UK's Setting the Standard campaign is designed to underline the importance of sustained action to discourage young people in the region from starting to smoke.

The charity's new film uses shocking images of children which at first appear to be filmed overseas but are, in fact, here in the UK.

It is a powerful evocation of big business preying on vulnerable youngsters.

The release of the film also ties in with a Cancer Research UK study, published in the European Journal of Public Health, which reveals the response of teenagers to slim-line cigarettes.

The youngsters questioned said they were most attracted to slim and superslim cigarettes with white filter tips and decorative features - describing them as "classy" and "nicer". But they viewed a long brown cigarette as particularly harmful - labelling it "disgusting", "really really strong" and "old fashioned."

Since half of all long-term smokers will die of a smoking-related illness, young people are at risk of being drawn into a life threatening addiction. Starting to smoke at a young age also carries additional risks of lung damage. Every year, around 2,600 people in the North East are diagnosed with lung cancer and 2,100 people die from the disease.

Paul Wadsworth, Cancer Research UK spokesperson for the North East, said: "The evidence shows children are attracted to glitzy, slickly-designed cigarettes and packs. The House of Lords is debating the issue over the next few weeks which could allow Parliament a chance to vote on legislation to introduce standardised packaging and discourage youngsters from starting this life-threatening habit.

"We are calling on people in the North East to watch our new film and share it with as many people as possible. We need everyone to join us in urging the Government to introduce standardised packaging as soon as possible and prioritise our children's health over tobacco company profits."

To support the charity's 'Setting the Standard' campaign visit cruk.org/standard-packs