A tobacco firm's advertising campaign in which it depicts rugged scenes from the American West on packets of cigarettes has been criticised in Hong Kong as an attempt to corner the youth market.
Philip Morris is using the new images in its 'limited edition' Marlboro Lights campaign, replacing the striped pattern and logo on packets.
But Anthony Hedley, chairman of the Hong Kong Council on Smoking and Health, fears the campaign will appeal to children who collect items to trade in the playground.
Professor Hedley said: 'I am quite sure they thought they stood to make a lot of money from changing the packaging. These types of marketing decisions are not made lightly.'
He said it was further proof the tobacco industry was incapable of self-regulation, adding: 'Here they are attempting to raise the profile of smoking through glamorous packaging and make it more appealing to young people.
'But at the same time tobacco companies are arguing that they are ready for greater self-regulation. It is obviously a completely false argument.'
The World Health Organisation has also backed calls against the tobacco industry's push for self-regulation.