CAMPAIGNERS in the region have praised the Government for announcing an independent review of cigarette packaging in England.

Fresh - which was the UK's first programme to tackle smoking rates when it was set up in the North-East in 2005 - said standard cigarette packs with larger health warnings are necessary to ensure fewer children in the region are tempted to try smoking each year.

In the summer the Prime Minister, David Cameron, seemed to distance himself from the idea of uniform packaging of tobacco products when he said that further evidence of its effectiveness was needed.

But the Government has now confirmed that it is holding the review.

To be led by leading child health expert Sir Cyril Chantler, it is expected to study the experience of Australia, which introduced uniform packaging for tobacco products in 2011.

Subject to the findings of the review, standard packaging with health warnings could be in force before the 2015 general election.

Ailsa Rutter, director of Fresh, which has its headquarters in Durham City, said: "No parent wants their child to smoke whether they smoke or not, and the colourful tobacco packs on our shelves are specifically designed to appeal to young people. The evidence is already there. We are delighted that the Government has listened and taken notice.

"After the packs hit shelves in Australia a year ago, the Quitline saw a spike in calls and smokers reported that they found cigarettes from plain packs less appealing or satisfying. Even tobacco industry research shows smoking prevalence fell and awareness of health warnings increased dramatically.

"Most smokers start as children. While nothing is done, nearly 9,000 North-East children will start smoking each year and tobacco multinationals will be able to attract young people to an addictive, lethal product. Cigarettes should not be gift wrapped as fun products like sweets or chocolate."

Last year more than 13,500 people and 129 organisations in the North-East - including every local authority - supported standardised packs during the Department of Health consultation.

Despite reductions in smoking, the North-East still has higher than average rates of young people smoking with some starting as young as nine years old.

The review was also welcomed by Cancer Research UK and ASH (Action on Smoking and Health).

Cigarette manufacturers have said they believe that uniform packaging will increase counterfeiting.