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Tobacco companies are finding ways to market their products to women despite advertising restrictions, according to new research published in the New Zealand Medical Journal.
A team of researchers from the University of Otago, Wellington and Whakauae Research for Maori Health and Development examined the ways that tobacco companies targeted women.
The research release comes ahead of World Smokefree Day on Monday.
The research showed that by marketing female-oriented cigarette brand names like Vogue Bleue and Topaz with feminine colours, packaging and extra-slim cigarettes, companies were appealing to female smokers.
Deceptive terms such as "subtle", "mild" and "mellow" are used to describe former light brands. Women are more likely to use these brands and this may delay them quitting the habit, the researchers said.
Dr Heather Gifford of Whakauae Research Services says smoking is more serious for women than men before middle age.
"It has negative health impacts on children; perinatal mortality, low birth weight and premature birth are just some of these effects.
"There's also the known impact of secondhand smoke on such conditions as asthma and sudden infant death syndrome," she says.
The theme of this year's Smokefree Day is tobacco marketing to women.
Dr Gifford says this is a relatively unknown area in New Zealand, particularly with Maori women, 50% of whom still smoke.
Other methods highlighted by the research include advertising in imported fashion magazines and the marketing of menthol cigarettes, which women are more likely to smoke.
The researchers concludes that advertising and sponsorship restrictions in the current law, set out by the Smokefree Environments Act, are inadequate and needed to be expanded.
One of the recommendations is to follow Australia's lead and regulate for plain packaging of all tobacco products.
