Retailers and the best tobacco companies are ready to fight proposals that would further limit cigarette sales. They are sure there are more cheaper and effective ways to regulate the industry.

A consultation period on the Department of Health’s “future of tobacco control” resolution ends on September 8 and opponents are railing against some of the programs, which could put tobacco products out of sight below shop counters and see the end of vending machines.

James Lowman, chief executive of the Association of Convenience Stores, which represents small grocers said: “This is the real frustration – the document is presented as an exhaustive look at the options when it’s not.”

According to the statistics from Canada, one of the countries to have banned displays of tobacco products, the association estimated that the cost of removing display redecorating, gantries and installing a replacement secure unit under the counter would cost shopkeeper a minimum of $3,446 each.

The Department of Health’s consultation document stated: “Point of sale promotion had become vital as virtually the only route for tobacco promotion – persuading existing smokers to keep smoking and encouraging young non-smokers to start.”

It said producers had borne the cost in other countries where similar measures had been enforced, while any cost to the retailer was small. Other parts of the consultation provide for ways of helping smokers give up and restricting children’s access to tobacco products.

Mr Lowman accepted that it was possible that producers would contribute to the cost of any change. But the tobacco companies are concentrating on their own rejection of the proposals.

Bob Dyrbus, finance director of Imperial Tobacco, said: “We believe that product display restrictions are unnecessary, ill-conceived and will not deliver the government’s stated objectives to reduce tobacco consumption. We are not aware of any credible evidence that consumption has declined as a result of such legislation introduced elsewhere.”

Kamal Patel, a newsagent in central London, said: “This is stupid, because the government will lose out on tax revenue and putting tobacco under the counter is a lot of hassle for us. Next they will be banning sweets because they are fattening. They have to be sensible. As long as kids can’t get hold of them, that’s all that matters. How can taking them off of display be a deterrent?”

Narinder Patel, another newsagent, who said he makes about 4 per cent of turnover on tobacco sales: “While I am looking under the counter I could lose custom and people could use the opportunity to steal. It’s not safe.”