Changing the colour of cigarettes from white to a darker colour would make them less attractive to (potential) smokers, public health watchdog RIVM has found.

The watchdog based this and other recommendations on a study of available literature, which also indicated that removing certain ingredients, such as sugar, flavourings and lowering nicotine content, would help make smoking less attractive.

The measure would help the government achieve its aim of zero children smoking by 2040 and only 5% of over 18s, as stated in the national prevention agreement, the RIVM said.

To change the colour of cigarettes to a less attractive colour would require a change in the law, which states they should be white.

‘White is associated with a safer product, the RIVM researchers said, ‘but darker colours suggest a stronger taste and more damage to health.’

Another option to discourage smoking would be a printed text on the cigarettes themselves, as well as on the packaging.

The RIVM is not in favour of a ban on filters, which are packed with plastics and chemicals harmful to nature, because it may create the impression that filterless cigarettes are not as bad for health.

The RIVM is also putting together a list of ingredients in tobacco and vaping capsules that may be banned by law, including vitamins.

EU level

The results of the RIVM research will be used in policy to discourage smoking, junior health minister Maarten van Ooijen has said, although some recommendations, such as lowering nicotine content, would have to be decided on a European level.

The European Commission, which already banned certain flavourings in tobacco, will be presenting new proposals to curb smoking in 2024.

Over 19,000 people a year die from smoking-related illnesses in the Netherlands.