Making tobacco less affordable is proven to be an effective way of cutting tobacco consumption. The World Bank ‘price elasticity’ model estimates that a 10% price increase leads over time to a 4% fall in consumption. However, the easy and cheap availability of illegal tobacco undermines this price lever.
- 50% of the tobacco bought by 14 to 15 year olds is illegal
- 1 in 4 young smokers regularly gets offered illegal tobacco, which is far more often than adults
- 1 in 7 young smokers have gone to a private address (or fag house) to buy illegal cigarettes
- 79% people support a crackdown on illegal tobacco
Tobacco Free Futures has become a key player in a world-first programme to tackle illegal tobacco. The programme brings together health organisations through Tobacco Free Futures, Fresh, Smoke Free Yorkshire and Humber and as well as Trading Standards, the UK Border Agency and HM Revenue & Customs (HMRC).
After extensive research into buying habits and attitudes towards illicit tobacco, the Get Some Answers public facing campaign was launched in June 2010 to raise awareness of the damage illegal tobacco has on our communities and children.
The PR and marketing campaign received significant media coverage, hit the target audience and reinforced the issues and need for action.
As part of its ambition to make smoking history for children, Tobacco Free Futures launched phase two of the campaign in October 2011 to encourage communities to take action against the dealers. The “Keep It Out” campaign aims to raise awareness of illegal tobacco and the harmful effect it has on young people in the North West.
Highlights
- the world’s first regional and organisational approach to reduce supply and demand
- first campaign to shift attitudes and behaviour towards illicit tobacco
- significant partnership and stakeholder engagement leading to innovative intelligence sharing, improved intelligence gathering and increased operational enforcement activity
- the volume of the illicit tobacco market has decreased by 23% over two years
If you would like to know more about the Tackling Illicit Tobacco for Better Health programme visit www.get-some-answers.co.uk and www.keep-it-out.co.uk or www.illicittobacconorth.org
