The British Heart Foundation's director of policy and communications, Betty McBride, said: "Tobacco advertising is rightly banned in the UK, yet current glitzy packaging clearly still advertises tobacco on the cigarette box.
"It's an absurd loophole the tobacco industry takes full advantage of to lure in new young smokers."
A British Heart Foundation (BHF) advert featuring actor Vinnie Jones carrying out CPR has been cleared following complaints that he performs the technique incorrectly, the Advertising Standards Authority has ruled.
The BHF said the campaign aimed to increase bystander intervention in events of cardiac arrest, adding that they knew of 15 reported instances of people applying lessons from the advert with a positive outcome.
The "appalling" survival rates for out-of-hospital cardiac arrests in the UK showed fewer than 10% of these casualties survived, but research had found people were more likely to start CPR if they only had to carry out the "hands-only" version, the foundation said.