Crackdown on Criminals Selling Illegal Tobacco to Children in Wales

A national campaign to stop criminals offering children illegal tobacco has been launched after a new survey revealed over a third of children that smoke in Wales had been approached by sellers.

The Wales-wide survey of over 1,000 11 to 16-year-olds showed that 32% of current smokers had been offered cheap illegal tobacco and 25% had gone on to buy it.

According to latest research from ASH Wales, illegal tobacco makes up 10% of the entire tobacco market, funds criminality in the community and makes it easy for children start smoking.

The NEMS survey, which is the largest of its kind in the UK, showed children in Wales were most likely to be offered illegal tobacco by friends or family (39%), in educational settings (17%) and in shops (11%).

The study also indicated that children who had bought illegal tobacco were highly likely to buy it every time they were offered it (89%).

Welsh Government, Trading Standards and the tobacco action group ASH Wales, have launched a national drive to encourage members of the community to anonymously report information about illegal tobacco through the NoIfs-NoButts website.

Lynne Neagle MS, Deputy Minister for Mental Health and Wellbeing, said: “I am aware of the recent research from NEMS and I am concerned by this. When we protect our children from illegal tobacco, we protect them from life of possible tobacco addiction.

“Smoking is the leading cause of preventable illness and premature death in Wales, a fact that dominates our health landscape. That’s why the Welsh Government has set a target of a smoke-free Wales by 2030, meaning less than 5% of the population smoking.

“I am especially committed to keeping cigarettes out of the hands of children and I urge anyone to report sellers who break the law.”

The survey also revealed that of the children who bought illegal tobacco, over 50% said it allowed them to continue smoking because it was cheaper and easier to get hold of.

Suzanne Cass, CEO of ASH Wales, said the case for action was now very clear: “Smoking is not a lifestyle choice it is a deadly addiction that nearly always starts in childhood.

“These latest figures show that far too many children in Wales are being offered and sold illegal tobacco by criminals who don’t care how old they are or about the laws we have in place to protect them.

“Cheap illegal tobacco creates a gateway into smoking because its cheap and easy to get hold of. We need communities across Wales to pull together and report these illegal sales and protect our children.”

Illegal tobacco takes many forms, which includes:

  • ‘Cheap whites’, which are cigarettes mass produced in one country and smuggled to another.
  • Fakes, which look like well-known brands.
  • Genuine tobacco smuggled into the UK with no-duty paid (often cheap and display foreign languages).

Reports gathered from the Government’s Noifs- NoButts website have already led to raids across Wales. Last month alone, a quarter of a million cigarettes and 20Kg of rolling tobacco were seized in raids across North Wales.

Trading Standards Tobacco Lead in Wales, Roger Mapleson, said: “The extent of the impact of this criminality on our communities should not be underestimated.

“With nearly one million illegal cigarettes being smoked in Wales every single day, illegal tobacco is being sold in every corner of Wales.

“We are dedicated to finding those that break the law, seizing illegal product, causing maximum disruption, closing down their operations and prosecuting criminal behaviour.“

In 2021, Welsh Trading Standards teams confiscated over 3 million illegal cigarettes off the informal black market. If you know anyone who is selling illegal tobacco in Wales, an anonymous reporting portal can be found at: noifs-nobutts.co.uk.

Notes:

2022 NEMS Survey Results: 11-16 year olds total sample: 1022

Heard of illegal tobacco54%
Current smokers7%
Current smokers who smoke daily52%
Current smokers who smoke cannabis41%
Ever been offered illegal tobacco (current smokers)32%
Those who have bought illegal tobacco when offered (current smokers)24%
Frequency of purchase when offered (illegal tobacco buyers)89%
Tried illegal tobacco (current smokers)36%
Ever bought illegal tobacco (current smokers)25%
Normal channel of illegal tobacco: shop (illegal tobacco buyers)11%
Normal channel of illegal tobacco: friend / family member (illegal tobacco buyers)39%
Normal channel of illegal tobacco: educational setting (illegal tobacco buyers)17%
  • The 2014 Illegal Tobacco Survey (NEMS), can be found
  • The recent 2022 NEMS survey was run by ASH Wales, and was funded by Welsh Government.
  • More information about illegal tobacco in Wales, found
  • Recent North Wales raid (original press release), found
  • 2021 figures from national illegal tobacco raids in Wales (original press release), found here.
  • Noif- No Butts reporting portal found here.

Welsh Smokers Faced with Choosing: Smoking, Heating, or Eating

Latest evidence · September 2026

The cigarette-price and annual-spend figures in this February 2023 article are historical and should not be treated as current. For current quitting support, see Help Me Quit Wales; for current Wales smoking evidence, use our statistics hub.

Welsh Smokers are choosing between smoking, heating, or eating, as the cost of living deepens in Wales.Concerns have been raised by the health charity ASH Wales and Welsh NHS services, who have both seen a rise in smokers seeking support.According to ASH Wales, smoking is not a habit but an addiction, which explains why smoking can lead many into financial hardship. For context, a packet of cigarettes now costs in the region of £12.Research conducted by ASH has found that smokers now spend on average £2,451 a year on cigarettes, which is the cost equivalent of an average energy bill in Great Britain.The high cost of cigarettes coupled with the high cost of living has caused many smokers in Wales to seek support.According to the NHS stop smoking service at Hywel Dda University Health Board, there has been a rise in smokers who want to quit, in a bid to reduce spending.Fiona Edwards, a NHS Smoking Cessation Practitioner working in Carmarthen, said:“The cost of smoking is substantial, and in recent months we have seen many smokers access services as they are faced with choosing between smoking, heating, or eating.‘Many people will think this an easy choice for smokers to make, however, it is worth noting that smoking is an addiction which often requires specialised intervention and support.‘The current climate has prompted many smokers to seek help to reduce their spending.”Helen Poole, a NHS Smoking Cessation Practitioner working in Cardiff has also seen a rise in smokers concerned with finances. She said:“The cost of smoking is substantial and continues to be one of the main motivators for people to stop smoking.‘The cost of living crisis is felt across Wales, and is acutely felt by those trapped in tobacco addiction.”In light of the surge in smokers facing financial difficulty, the charity ASH Wales have launched a financial health campaign.The ‘Switch, Quit and Save’ campaign and has been created in partnership with ASH Wales, Welsh money advice services, and local health boards.The campaign signposts smokers to cheaper and less-harmful tobacco alternatives, such as e-cigarettes and nicotine gum.The campaign also signposts smokers to the national stop smoking service, ‘Help Me Quit’, which offers free nicotine therapies and stop smoking support.Suzanne Cass, CEO of ASH Wales, marked the benefits of stopping smoking. She said:“The current climate is difficult for everyone, and it is especially hard on those trapped in the financial drain of smoking.“Smoking  is the leading cause of preventable illness and premature death in Wales, costing many lives and needless pounds .‘I urge anyone to utilise the current climate as a springboard to improve finances and overall health by stopping smoking.”Free specialist stop smoking support is available to all smokers in Wales, and can be accessed through Helpmequit.wales.Case study:Jordan Lee is a 25 year old housing officer living in Carmarthenshire. After joining the ‘Quit, Switch and Save’ campaign, Jordan has managed to stop smoking 9 cigarettes a day.Jordan explained why he decided to become smoke-free.“I am by no means penniless or destitute, but like many, I have been hit hard by the rise in bills’.‘It actually got to a point where I was rationing my cigarettes over Christmas, to keep my costs down’.‘Like any smoker, I found cutting down to be painful and extremely hard. Rather than drawing out the inevitable, I just had enough and decided to quit.‘ I got hold of patches through my local pharmacy, and  I am now 20 days smoke-free; which I am shocked but happy with. The parches were itchy to begin with, but they definitely reduced my cravings in the first few days.‘ A lot of people will think that health is a primary reason for quitting smoking, but for me, paying £11-12  for a packet of cigarettes was an expense I could no longer justify, especially given how expensive everything has become.‘The cost of living crisis is difficult for everyone, and for me it was the catalyst I needed to change.‘While cost was a main motivator, I have noticed that my breathing has improved over the last two weeks.‘My advice to anyone thinking of quitting would be: if you are serious about giving up smoking, your health and finances will thank you later down the line.”Beyond finances, the benefits of stopping smoking are immediate. In as little as 72 hours breathing becomes easier and smoking debris begins to clear from the lungs.After 1 year of quitting, the risk of a heart attack halves compared to a smoker. After 10 years of smoke-free, the risk of lung cancer also halves compared to a smoker.Notes
  • ASH UK research on smoking & poverty (with annual average spending estimates), found here.
  • The health benefits of stopping smoking can be found here.
  • The national stop smoking service, ‘Help Me Quit’, is found here.
  • The ASH Wales ‘Quit, Switch & Save’ campaign, can be found here.

Welsh Smokers Encouraged to ‘Switch, Quit and Save’

Latest evidence · September 2026

The cigarette-price, savings and service-value figures in this December 2022 campaign article are historical. For current free NHS stop-smoking support, see Help Me Quit Wales.

  • A new campaign has been launched to help ease the financial cost of smoking in Wales.
  • Smoking not only impacts health but also impacts personal finances.
  • The ‘Switch, Quit and Save’ campaign highlights how much money smokers can save by quitting or by switching to tobacco alternatives.
A new campaign has been created to help ease the financial pressures of smoking. The ‘Switch, Quit and Save’ campaign has been launched to highlight how stopping smoking can not only improve personal health, but can also improve personal finances.The campaign has been launched by the tobacco control organisation ASH Cymru, a charity that offers help and support to smokers across Wales.According to the charity, Welsh smokers face significant costs due to smoking, which becomes apparent when taking the high costs of cigarettes into consideration.According to ASH Cymru, smoking 20 a day could be costing around £84 per week, or £360 per month. The price could also increase depending on brand.Based off these estimates, a 20 a day smoker could save upwards of £4000 a year.The new campaign seeks to highlight these savings amidst the rising costs of living. Through highlighting these costs the campaign seeks to add financial wellbeing to the already long list of benefits of becoming smoke-free.While the costs of smoking remains high, the campaign signposts free stop smoking services and cheaper alternatives. Notably, the campaign encourages smokers to seek free support from the national stop smoking service ‘Help Me Quit’.The service offers free expert support, free stop smoking medication (worth up to £250), and weekly sessions with a dedicated stop smoking advisor. The support can be given face-to-face or over the phone, and is available to all smokers in Wales.In addition, the campaign highlights that free nicotine inhalers can be accessed through many pharmacies across Wales.  The campaign also flags the benefits of switching to shop bought nicotine patches or gum: which can be cost effective when used to help quit smoking.The campaign also marks the health and financial benefits of switching to other tobacco alternatives, such as e-cigarettes. According to the national survey of Wales, e-cigarettes remain the most popular quitting tool in Wales. In 2019, 76% of current Welsh vapers marked that they used this method to help quit smoking.According to ASH Cymru, vaping can be seen as a less harmful alternative to smoking in the short to medium term. While the charity does not recommend their use to children or never smokers, it marks that vaping can be seen as a holding ‘a fraction’ of health risks of smoking, while also holding a fraction of the cost.To compliment the campaign, ASH Cymru has teamed up with Public Health Wales to create information resources. Resources include a fact sheet designed for financial advisors when discussing the financial costs of smoking. The new fact sheet will be used within Money Advice Services at Cardiff Council, with the aim to:
  • Highlight the health and financial benefits of going smoke-free.
  • Highlight cheaper alternatives.
  • Signpost to free stop-smoking support in Wales, such as the ‘Help Me Quit’ service: which can improve quit success up to 4 times.
Suzanne Cass, ASH Cymru’s CEO, spoke about the merits of the new campaign. She said:“As the cost of living becomes an increasing concern for everyone in Wales, our new campaign offers a way to ease the financial burden of tobacco for many smokers.‘Stopping smoking is one of the best things you can do for your health, and the new campaign marks quitting’s financial benefits too.‘The new campaign raises these benefits, in a bid to show that many smokers can pocket the difference of going smoke-free this winter”.If you are interested in finding more about the campaign, more information can be found at: ash.wales.If you are interested in stopping smoking this winter, free NHS support can be reached at: helpmequit.wales

Vaping and the cost of living

Amid the inflation and economic instability, many have been finding it hard to afford their regular expenses. According to the British Standards Association, about 36% of people are relying on savings to get through the current financial crisis, while 13% of people have no savings whatsoever.

The cost of living crisis highlights how ditching cigarettes for vaping could actually:

  • Reduce the financial pressures of the current climate.
  • Reduce the harms of tobacco on health

In this blog we will explore the financial and health implications of making the switch.

Cost of Cigarettes vs Vapes

As inflation soars, cigarettes can be seen as a significant financial drain. Estimates from Wales’ NHS stop smoking service show that a 20-a-day smoker can spend over £277 a month on cigarettes. To put this into perspective, average energy bills are estimated to rise by approximately £693 a year in Wales, which means that money spent on tobacco could help soften the blow of the upcoming surge.

In 2018, researchers from the University College London found that switching from tobacco to vaping led to savings in the region of £800 a year. To break this down, a standard 10 ml bottle of e-liquid can sit in the region of 3 to 5 pounds, depending on brand and nicotine strength used. In contrast,  a standard packet of 20 cigarettes currently sits in the region of 12 pounds. Based off this simple breakdown, if a single bottle of e-liquid were used a week, this would fall far below the cost of a single packet of 20 cigarettes.

How do E-Cigarettes actually work?

E-Cigarettes (also known as vapes) are battery-powered devices that heat liquid containing nicotine. Users inhale the vapor produced by liquids when they are heated. The devices can be seen as a less damaging smoking alternative that can satisfy nicotine cravings.

E-liquids are available in a variety of flavours and strengths, which in turn gives users control over how much nicotine they consume.

Health

By switching to vaping, current research marks that tobacco users will be less exposed to harmful chemicals that cause: cancer, lung disease, and cardiovascular disease.

In Wales, tobacco is one of the leading causes of preventable diseases and is estimated to take the lives of approximately 5,000 people each year. Research indicates that while vaping is not risk-free, it is significantly less harmful than smoking.

Researchers at King’s College London recently conducted a study which concluded that: in the short to medium-term, the risks of vaping carries a ‘fraction’ of the risks of smoking. The research reviewed over 400 international studies, and has been marked as the largest of its kind.

The study highlights that:

  • The levels of exposure to cancer-causing (substances) and other toxicants are drastically lower in people who vape compared with those who smoke.
  • While not completely risk-free,  vaping is ‘substantially’  less harmful than smoking in the short and medium term.

Case Study

Many UK health boards have taken a proactive approach to those keen to switch to less harmful alternatives.

One such health board is Hywel Dda, who have recently taken practical steps to offer advice and support to patients within mental health services. Mental health units in Wales have recently become smoke-free, in line with smoke-free hospital grounds across the country. The new legislation means that many patients enquire about alternative nicotine delivery methods, such as vaping.

To compliment support, the health board has recently signposted to a particular vaping company to mental health patients seeking to make the switch. These steps have been taken to provide practical support to smokers, in a bid to facilitate less harmful tobacco alternatives.

Cath Einon, Smoking & Wellbeing Team at Hywel Dda University Health Board states:

  • “We have always been a Vape friendly service as our specialists are passionate about reducing the harm caused by tobacco. Use of safer forms of nicotine has long been part of the treatment we give and, over the years, we have found that vapes have become a popular alternative to the licensed pharmacotherapy that we traditionally gave access to.”
  • “Our staff receive regular training on vaping and our conversations with users keep us on top of trends.”
  • “It is important that services with knowledge of nicotine addiction are able to support users whatever form this nicotine takes, and our main aim is reducing the harm caused by tobacco use and support our local population to live healthier lives.”
  • “We also offer licensed nicotine products to assist vape users to come off the vapes using behavioural support and relapse prevention skills.”

Along with behavioural support and assistance from the hospital, patients work towards reducing the amount of nicotine they are using until they can stop vaping altogether.

Summary

In terms of health, current research indicates that switching to  e-cigarettes can significantly reduce the harms of smoking. Based off the economic costs of smoking, there is also strong potential for e-cigarettes to offer more affordable alternative to tobacco. In light of this, vaping can offer a less-harmful and affordable alternative to smoking in Wales.

References

ASH Cymru Kickstarts Stop Smoking Campaign: StopiOctober

  • People are five times more likely to quit for good if they can make it to at least 28 days smoke free.
  • Research has shown that the health benefits from quitting can begin in as little as 24 hrs.
  • In Wales, smoking is estimated to take the lives of approximately 5,000 people each year.
  • Stopping smoking significantly improves health, wellbeing and overall life expectancy.

 

A stop smoking campaign has been launched to encourage smokers to try quitting in Wales. The StopiOctober campaign has been spearheaded by the tobacco control organisation ASH Cymru, and has been created to mirror similar health drives in England.

Each year the Office for Health Improvement and Disparities (OHID) launches Stoptober, a campaign which encourages thousands of smokers to try quitting in October. The campaign has been running in England since 2012, and has garnered considerable recognition from countries across the UK. In light of this, ASH Cymru have developed a similar drive to signpost stop smoking support available in Wales.

Smoking is the leading cause of preventable ill health in Wales, and is estimated to take the lives of over 5,000 people each year. The new campaign seeks to encourage Welsh smokers to take action this October, and receive the benefits of becoming smoke-free.

Through a nation-wide push the campaign voices three key messages. These messages include:

  • You are 5 times more likely to quit smoking for good if you make it to at least 28 days smoke-free.
  • Quitting can be challenging, bit it is not impossible: success can significantly increase with specialist support.
  • Join countless UK smokers in becoming smoke-free this October, by taking the 28-day quit challenge.

To compliment the campaign, ASH Cymru are sign-posting Welsh smokers to the national stop smoking service, ‘Help Me Quit’. The free service offers a range of specialist support, advice, and medication. Research has shown that with specialist support the odds of quitting smoking increases more than threefold.

The health benefits of stopping smoking are immediate, as in as little as 8 hours a smoker’s carbon monoxide levels can halve. After 24 hours of quitting, carbon monoxide is eliminated from the body and lungs begin to clear mucus and smoking debris. Within just a year of quitting, the risk of a heart attack is halved compared to the risk of a current smoker. Furthermore, after ten years the risk of developing lung cancer falls to about half that of a smoker.

Suzanne Cass, CEO of ASH Cymru, marked the importance of Welsh health campaign’s that support Welsh smokers. She said:

“StopiOctober is a steadfast nod to the successful Stoptober campaign run by our English neighbours, which is instantly recognisable across the UK’.

‘Our campaign mirrors the spirit of Stoptober, but highlights the brilliant help and support available here in Wales.

‘My advice to all Welsh smokers is this: you are not alone, and this month is a brilliant incentive to join others across the UK in becoming smoke-free’.

Beyond October, the campaign encourages smokers to continue their quit journey past the 28-day mark and quit for good.

The campaign mirrors wider government efforts to reduce the harms of smoking in Wales. This year, the Welsh Government unveiled plans to achieve a smoke-free Wales by 2030, which will mean lowering the current smoking rate from 13% to 5% by the end of the decade.

If you are interested in stopping smoking this October, free advice and support can be easily accessed through the website: www.helpmequit.wales. Furthermore, the service can be accessed via freephone on: 0800 085 2219.

For more on the StopiOctober Campaign, click here.

References & Links

  • Benefits of stopping smoking can be found on the ‘Help Me Quit’ website, found here.
  • Benefits of stopping smoking can be also be found on the WHO website, here.
  • Information on the English annual Stoptober campaign, found here.
  • The latest Nation Survey for Wales marks a 13% smoking prevalence in the Welsh adult population, found here.
  • The Welsh Government’s long term tobacco control strategy, ‘A Smoke-Free Wales’, is found here.

Public backs plans for a ‘smoke-free’ Wales

Latest evidence · September 2026

This article reports ASH Wales/YouGov polling and smoking prevalence from 2022. For the latest approved public-attitudes findings, see our 2026 report. For current official smoking prevalence, use our Wales statistics hub.

New figures released today show the majority of Welsh adults support plans for Wales to become smoke-free. The figures come just weeks after Welsh Government unveiled its plans to reduce the number of adult smokers in Wales to 5% or less by 2030.The annual YouGov survey run by the tobacco control charity ASH Cymru gathers the opinions of over 1,000 adults in Wales and examines how society views smoking in terms of behaviour, attitudes and government action.The new figures reveal the majority of Welsh adults (68%) support Welsh Government in setting a target to end smoking in Wales, by reducing smoking rates to 5% by 2030. In contrast, only 10% of Welsh adults opposed this move.Internationally a 5% smoking rate is viewed as the threshold that grants a country the status of ‘smoke-free’. The Welsh Government has launched a new strategy to reach this status, which will mean reducing smoking rates from 13% (2022) to 5% by the end of the decade. The strategy has been launched to help combat the harms of smoking, which is estimated to claim over 5,000 Welsh lives each year.In terms of public opinion in Wales, the newly released survey also shows strong support for a range of existing and new tobacco control measures, with support increasing around policies that protect children.The latest figures mark that an overwhelming majority (89%) of Welsh adults support smoking bans in children’s play areas, up from 83% in 2017. In 2021, Wales became the first country in the UK to legislate for bans on smoking at playgrounds and school grounds.Furthermore, the majority of Welsh adults (83%) were in support of requiring businesses to have a valid licence to sell tobacco, which can be removed if they sell to underage smokers more than once. Only 4% of Welsh adults opposed this move.In other areas of regulation, 61% of Welsh adults support raising the age of sale for cigarettes from 18 to 21. Majority support for this area has not dropped below 60% in the last three years.The new figures also map evolving perceptions of smoking in Wales, and mark how society has changed its views on smoking prevalence. This year, only 48% of Welsh adults thought that smoking was a common practice, a steep decline from 67% in 2016.Other areas of the Welsh smoking landscape were examined in the survey, which in turn marked strong support for the following:
  • 84% support the banning of cigarette butts that contain plastic, to help protect the environment.
  • 67% support increasing investment in public education campaigns on smoking.
  • 71% believe that all Government health policy should be protected from the influence of the tobacco industry.
Most poignantly, the survey gauges public approval of tobacco use in Wales, as this year’s survey asked respondents whether they thought people in general approved or disapproved of smoking. The majority of Welsh adults (62%) thought that people disapproved. In contrast, only 6% believed people approved.The newly released results have been hailed as progressive by the tobacco control charity ASH Cymru, who have urged the Welsh Government to take the results into account within its efforts to address smoking. Suzanne Cass, CEO of ASH Cymru, said:“The Welsh Government has recently published a bold tobacco control strategy that seeks to significantly reduce the death and disability caused by smoking in Wales.‘Today’s survey shows strong majority support for many of the actions relayed in the Government’s new strategy, but most importantly, the survey highlights which actions matter most to our society.‘There is solid support for actions that protect children, the environment, and improving education around smoking in Wales. I urge Welsh Government to approach these areas with renewed vigour in light of strong public support.”If you are interesting in finding out more about smoking’s impact on Wales, or need support to stop smoking, please visit: ash.walesENDSNotes and References
  • The ASH Cymru 2022 YouGov survey can be found here.
  • Public support for the 5% target by 2030 has remained high, with support hovering at 70% over the last three years (since the question was included in the survey).
  • The Welsh Government’s new Tobacco Control Strategy for Wales can be found here.
  • Outline of the new Tobacco Control Strategy (with info on raising the age of sale), can be found here.
  • The National Survey for Wales marks a 13% smoking rate in the Welsh adult population in 2022, found here.
  • Estimate which places annual deaths caused by smoking in Wales at over 5,000, found here and
 Information on the Survey To understand public opinion in Wales relating to tobacco control ASH Wales Cymru conducts an annual opinion poll in conjunction with YouGov. The 2022 survey was undertaken between 16th  February and 21st March 2022. The survey questions were asked of a representative sample of 1,100 adults (aged 18+) in Wales and was conducted online. The survey is part of a wider Smokefree GB survey, commissioned by ASH (UK). ASH Wales Cymru commissions the Welsh dataset.