Ananova:

Anti-smoking campaigns aimed at children and teenagers are ineffective and may actually encourage youngsters to take up the habit, two leading charities have said.

The Cancer Research Campaign and Action on Smoking and Health (Ash) said such initiatives were likely to backfire.

They led young people to see smoking as a desirable adult pursuit or to rebel against authority by lighting up. Tobacco companies were well aware of this reality and had cynically exploited it, said the groups.

Faced with mounting opposition to smoking, the industry had sought to improve its image by actively supporting teenage anti-smoking initiatives around the world. But this was no more than a "sinister and cynical" public relations strategy designed to further the industry's interests, it was claimed.

At the same time as making tobacco companies appear responsible and concerned about the health of young people, it fended off restrictions on tobacco advertising and helped ensure that youngsters kept smoking.

Measures that were known to work - such as price rises, proper advertising bans and campaigns aimed at role model adults - were resisted or undermined, said the CRC and Ash. An example of a counterproductive initiative was the introduction of ID cards, it was claimed. One "Citizencard" scheme in the UK was funded by British American Tobacco.

But instead of reducing access to cigarettes by young people, ID cards did the opposite. They were easily forged and allowed retailers to accept what young customers said about their age without question.

Clive Bates, of Ash, said the intentions of the tobacco companies could be seen from statements from industry executives publicised during court actions in the United States.

He said: "The whole idea that tobacco companies might be working against teenage smoking is revealed as sinister self-serving public relations. The more they try to define smoking as only for adults, the more they are saying 'hey kids, smoking's for grown ups' with a sly nod and a cynical wink."

The tobacco industry accused the two charities of making "outrageous accusations" and described their claims as "wild and irresponsible". John Carlisle, public affairs director of the Tobacco Manufacturers' Association, said: "We totally refute these wild allegations... It demonstrates how desperate the anti-tobacco forces have become in trying to publicise their tax funded activities."