Combatting Illegal Tobacco

Illegal Tobacco

Smokefree South West is launching a public facing Illegal Tobacco campaign to follow the partner launch of the Tackling Illegal Tobacco for Better Health programme, which is a joint initiative between HMRC, Trading Standards, Local Authorities, NHS and other enforcement partners, that took place in February 2011.

The activity commences on 31st October through to the end of November 2011 consisting of radio, billboards and online advertising, community Face to Face events and partnership work with local stakeholders.

Why Are We Doing This?
Illegal Tobacco is often less than half the tax-paid price of legally sold tobacco, and this maintains smokers in their habit and encourages young people to start smoking. Far from being a victimless crime Illegal Tobacco trading creates a cheap source for children and young people and encourages adults to continue smoking by eroding cost motivation to quit. It is also linked to organised crime and contributes to an underground economy worth hundreds of millions of pounds.

Therefore the main objectives of the campaign are to increase understanding of the impact of illicit tobacco amongst smokers and local communities and mobilise stakeholders, local businesses and communities to report illicit trading.

Who Are We Targeting?
The campaign targets smokers and non smokers, specifically ‘Concerned Parents’ and ‘Mothers against cheap’ as defined by the national Illicit Tobacco strategy. This approach tackles the market from the attitudinal middle ground, where there are moderate levels of illicit tobacco consumption, but also enough doubts in attitude to build on and effect change.

Where Will The Campaign Appear?

Billboards - Billboards will feature across PCT/ local authority areas from 31st October. The sites are located in close proximity to Sure Start Centres and Schools to appeal to parents who are more likely to report the selling of illegal tobacco.

Radio – A 30 second radio advertisement is scheduled to play out across your local commercial radio station from 31st October for 4 weeks.

Public Engagement – Events will engage with the public on a personal level in order to educate and encourage people to pledge their support to the campaign and also to share information they may have. Trading Standards Officers will be present at the events to put a face to the organisation behind the campaign and to demonstrate a visible credible threat whilst LSSS Advisers will be present to talk to anyone who expresses a desire to quit smoking.

Website – The campaign website www.stop-illegal-tobacco.co.uk serves as an information resource for campaign partners in addition to being an interactive tool for the public to seek further information and to report information anonymously to Crime Stoppers. The website contains a pledge function to enable the public, partners and stakeholders to pledge their support to the campaign and to allow emails addresses to be captured for sending out ongoing campaign updates.

Free Materials - Materials have been designed to be delivered by specific partners to specific audiences. The materials consist of leaflets and posters for Trading Standards Teams, Local Stop Smoking Services, Employers and the Public. Other materials include, a guide for Police and Enforcers, email and newsletter templates and interactive display banners for use on partner websites all of which can be ordered via the resource centre at www.stop-illegal-tobacco.co.uk

There are almost a million smokers in the South West, of which a fifth smoke illegal tobacco (approximately 200,000). Smokers in the South West consume approximately 442 million illegal cigarettes .The demand for illegal tobacco in the South West is huge, with the total street value currently estimated at over £104 million per annum, equivalent to a retail value of £216 million.

The South of England Tackling Illegal Tobacco for Better Health programme, the first of its kind in the South, is a joint initiative between Smokefree South West, counterparts in the South East, HM Revenue & Customs (HMRC) and Trading Standards departments and police across the South of England.