STUB out the cigarette “packet racket” is the message of a new cancer campaign.

People in Yorkshire are being urged to back The Answer is Plain – a drive aimed to discourage youngsters from starting smoking.

Cancer Research UK hopes to encourage everyone across Yorkshire and The Humber region to sign a petition to have branding removed from tobacco packaging.

The campaign is accompanied by a new report which illustrated children’s attraction to cigarette packets.

The Packaging of Tobacco Products study reveals how young people and women are the target groups of tobacco marketing.

And in a short film released as part of the campaign, children aged between six and 11-years-old discuss what it is that attracts them to cigarette packaging.

Cancer Research UK’s spokeswoman for Yorkshire Nicki Embleton said: “This footage provides us with a chilling insight into how powerful branding and marketing can be.

“Children are drawn to the colourful and slick designs without having a full understanding of how deadly the product is inside the pack.

“That’s why we’re asking people across the region to help us end the packet racket.

“Our research shows the value attached to packaging by the tobacco industry.

“Parents will know first-hand that children are affected by marketing and branding.

“When that marketing is attracting children to cigarettes, we need to give young people in Yorkshire one less reason to start smoking.”

The report also shows that some brands of cigarettes are packaged to appeal specifically to women and men.

Long slender packaging with pale or pastel colours such as Silk Cut, Vogue Superslims while men preferred the Marlboro Bright Leaf, Lambert and Butler and B&H.

To sign the petition visit www.theanswerisplain.org. To watch the film visit www.youtube.com/watch?v=c_z-4S8iicc&feature=youtu.be