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The British Brands Group (BBG) has called on the government to use robust evidence in assessing brand imagery on cigarette packaging.

In its response to the Department of Health's consultation on the future of tobacco control, the BBG said proposals for plain packaging could potentially have significant restriction on building brands.

Policies that affect tobacco products one day may affect other products later, it said.

It added that a proposal for plain packaging would push the affected market in the opposite direction to mainstream government policies of helping consumers make informed decisions, providing high levels of consumer protection, empowering consumers, promoting innovation and promoting competitive markets.

John Noble, director of the British Brands Group, said: "This is potentially the thin end of the wedge. If this is introduced for tobacco products, what next?

"Yes, brand imagery plays an important promotional role but this primarily promotes one product over another and it is only one of many functions. Making all products look the same will reduce consumer choice and weaken competition in the market."

* Meanwhile Cancer Research has asked the government to take action by removing tobacco products from sight at the point of sale, removing cigarette vending machines and making plain packaging compulsory for tobacco products.

It believes that the tobacco industry is still allowed to develop displays in shops by using lighting, brand specific colours, attention-grabbing designs and by making the packs themselves appear enticing.

Details of the consultation, which closes on 8 September, are available here.