SWEDISH MATCH LEADS THE WAY WITH CHILD RESISTANT LIGHTERS
The European Union has ruled that it will be illegal to sell non-Child Resistant lighters in the EU after March 2008. The new legislation that will bring child safety to the forefront of the lighter debate and ensure Europe is in-line with regulations already in existence in North America and Australasia.
In response to the new legislation Swedish Match has announced that all three of their leading lighter brands, Swan, Cricket and Poppell now offer Child Resistant mechanisms.
Safety first is an inherent USP for category leaders, Swedish Match, who have been producing CR lighters since 1993 and were the first lighter manufacturer in the world to offer CR lighters to consumers. The company has been at the forefront of the debate before the debate even began and continues to lead the way in the industry with all three brands adhering to the new legislation.
Each year an average of five deaths and 220 injuries occur as a result of young children playing with lighters*. Children as young as two are capable of operating lighters, while the majority of children who start fires by playing with lighters are aged three to five.
For several years, countries such as Canada, the U.S.A., New Zealand and Australia have been conforming to legislation, which requires that all cigarette lighters sold are equipped with a safety device designed to restrict their use by children. Following the introduction of this legislation, the US reported a 60% annual reduction in deaths and injuries resulting from young children playing with lighters.
The European Commission has been closely following the learnings of these countries and as a result has approved a resolution dictating that all disposable lighters manufactured or imported into the European Union are to be equipped with a safety device to help prevent their misuse by children. Following a period of adjustment the legislation will become law from March 2008 meaning that it will be illegal in the EU to sell non child-resistant (CR) lighters to consumers.
Market leaders Swedish Match hold a 22% (21.9% MAT to December 2006 - Source A C Nielsen RAL)% market share of the UK and European lighter market with their brand portfolio, and have championed the decision to eradicate all non-compliant lighters from the market.
Andrew Hardie, Marketing Manager of Swedish Match UK commented: “We are proud of our history of providing safe, reliable lighters and matches to millions of consumers. We continue to invest in the latest technology to maintain our position at the No.1 lighters and matches manufacturer in the UK.”
He adds: “Our Bryant & May brand was the first safety match in the UK, and this emphasis on safety has continued to be our focus. All Swedish Match lighters meet ISO 9994 safety standards for lighters, however consumers and customers should also be aware that not all lighters sold in the UK meet this specification. Although CR lighters are already offered by Swedish Match in Europe, there are a large number of inferior quality lighters in the market.”
Andrew continues: “However the new legislation should make it more difficult to sell lighters which aren’t child resistant. We welcome the latest legislation from the EU as it is naturally aligned to Swedish Match’s overall business strategy of continually improving product quality. As the No. 1 cigarette lighter and matches manufacturer in the UK, we have been geared up to support a move like this for many years.
“Our continuing message to consumers is that while CR devices are not child ‘proof’ and certainly not a substitute for adequate adult supervision, this new legislation is absolutely the right step in helping to prevent child fatalities, serious injuries and damage to property,” concluded Andrew.
