Attractively-designed cigarette packs are encouraging children to take up smoking, according to Cancer Research UK.
A survey of 11 to 16-year-olds found the thin pack shape of Silk Cut Superslims Purple were particularly attractive and prompted youngsters to say they would take up smoking.
Other brands picked out in the study included Marlboro Bright Leaf's flip-top packs and Pall Mall's pink pack.
The charity said: "We must introduce plain packs and act now to de-glamorise this deadly habit."
Ministers have shied away from enforcing plain packets against strong opposition from the tobacco lobby.
Pro-smoking group Forest said: "The results of the survey are hypothetical, as what children say and how they behave in reality are two different things."
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