A NEW call for cigarettes to be sold in plain packaging has been made by a leading health charity.

The British Heart Foundation said smokers were more likely to notice the health warnings on plain packs which were also found to be less appealing.

The charity surveyed 3000 smokers in Australia where standardised packaging has been in place for two years.

It found the number who noticed the health warnings almost doubled from 34% in 2010 to 66% on plain packs.

In Britain a survey showed that only 24% notice the warnings on the packets.

The UK and Scottish Governments have launched a joint consultation on proposals to introduce standard packaging in a bid to make smoking less attractive to younger people.

Already there is a ban on displaying cigarettes and tobacco products and advertising in supermarkets and large shops.

The BHF want to plain packaging introduced to give more prominence to the health warnings and remove brand identity of cigarettes as a selling point.

Simon Gillespie, Chief Executive of the British Heart Foundation, said: "The evidence couldn't be clearer. Stripping tobacco products of their branded packaging means important health warnings have more impact. These are toxic products so it's vital these messages are communicated clearly.

"Standardised packaging is an effective and important public health measure which is already having a significant impact in Australia.

"There can be no more delay and the UK Government must act now to make sure standardised packaging is law before the election."

The BHF said that even among smokers there was support for the change.

The survey found 28% of smokers or ex-smokers in Australia backed plain packs in 2010 but that had increased to 51% in 2013.

In the UK more than a third (37%) of smokers and ex-smokers were supportive of standardised packaging being enforced here.