SWEDISH MATCH LAUNCH FIRST EVER

SAFETY FIRST LIGHTER WEBSITE

Swedish Match, the first lighter manufacturer in the world to offer child resistant lighters, has launched the first ever bespoke website solely dedicated to safety-first lighters. It focuses on the new legislation on child resistant lighters, which came into force in March this year and which stipulates that from March 2007, all disposable lighters manufactured in or imported into the EU are manufactured with a child resistant mechanism.

After March 2008, it will be illegal to sell lighters without child resistant mechanisms and this new website has been launched by Swedish Match to act as an accessible online information forum for both trade and retailers who want to find out more.

The site www.safetyfirstlighters.com explains the new regulations clearly and comprehensively, including the timescales involved and full details of the legislation. Illustrations of the child resistant lighter symbols which retailers should look out for on disposable lighters are also featured.

The new legislation – a European Union ruling – will ensure Europe is in line with regulations already in existence in North America and Australasia. The legislation was first launched there several years ago, as part of a conscious decision to reduce the number of child fatalities and fire related injuries.

Andrew Hardie, Marketing Manager of Swedish Match UK commented: “A staggering 98% of lighters sold in the EU are disposable, therefore the child resistant legislation is an issue that not only affects everyone who manufactures and sells lighters but all those who use lighters.

“At Swedish Match we are proud of our history of providing safe, reliable lighters and matches to millions of consumers and we have been at the forefront of child resistant lighter production on a global level for many years. The launch of our new website demonstrates our full commitment to raising awareness of the safety-first message in the sector.

“As part of our continuing safety focus our new safety-first lighter website is intended to help and inform all those who could be affected by the legislation.”

Click onto www.safetyfirstlighters.com to learn more about the new legislation and Swedish Match.