Smokers in Bermuda have been warned that unauthorised cigarettes, which the tobacco manufacturers cannot guarantee as genuine, are circulating on the Island.

Backed by the tobacco giants, the Island's only authorised cigarette distributor, Pitt and Company, has published advertisements alerting consumers that they cannot vouch for the authenticity or freshness of cigarettes which they have not brought in.

Unauthorised cigarettes are estimated to account for about seven percent of the 3.5 million cigarettes sold each year in Bermuda.

They are bought on the "grey market'' -- from sources other than distributors authorised by the tobacco manufacturers and then sold to the public.

Lawyers for Pitt and Company and the major tobacco manufacturers, Phillip Morris International, British American Tobacco, and J.T. International, are examining whether they can take legal action to stop the unauthorised distribution of the cigarettes in Bermuda.

It is understood one organisation has been set up in Bermuda to sell cigarettes which have been bought overseas on the grey market.

The tobacco manufacturers are keen to keep a tight hold on the distribution of their cigarettes by only providing them to authorised retailers.

Pitt and Company has taken an advert in The Royal Gazette stating it is the only authorised retailer for the three tobacco giants.

Phillip Morris manufactures household brands such as Marlboro, Merit, Virginia Slim, Parliament, Rothman, and Slim. J.T. International make Camel, Winston, Salem, Vantage, Now and More, while British American Tobacco produce Benson & Hedges, Silk Cut, Kool, Newport, Pall Mall, Capri, Dumaurier, and Players.

The advert states: "Certain cigarettes bearing the brand names (mentioned above) have appeared in Bermuda, which have not been authorised for distribution in this market by the said manufacturers.

"Pitt and Company Ltd., and the manufacturers therefore cannot guarantee the quality, freshness or even the authenticity of these unauthorised products.

"We strongly recommend that cigarettes be purchased only from retailers and vending operators displaying the (Pitt and Co. Approved Cigarette Retailer) sign to be confident of the cigarette authenticity and freshness.'' Ken Hockenhull, the general manager of Pitt and Co., said last night: "We published this advert with the support and full authority of the cigarette suppliers and, on legal advice, I cannot make any further comment.''