The latest test purchasing operation commissioned by JTI UK found that almost two-thirds (64%) of independent Coventry shops it visited were selling illegal tobacco.
Undercover operatives discovered products stored across various locations, all designed to evade enforcement. These included store backrooms, inside tills, vehicles parked outside, and even supplied via a third-party individual loitering outside the premises.
On top of this, 16 of the 18 complicit stores (89%) have previously been caught selling illegal tobacco during JTI test purchasing activity since 2023 - highlighting a high rate of repeat offending and demonstrating that current enforcement measures are failing to deter rogue retailers.
Among the illegal products bought during the operation was counterfeit Amber Leaf from as little as £4 per 50g pack - less than 9% of the recommended retail price of £46.35.
New polling commissioned by the It Costs More Than You Think campaign also highlighted deep community concerns, with three in four (75%) residents surveyed in Coventry very concerned about illegal tobacco funding organised crime, and two thirds (67%) very concerned by its impact on local crime and violent or anti-social behaviour.
Economic backdrop
The UK’s economic backdrop is also driving consumer behaviour in the area, JTI warned. More than half (56%) of Coventry residents surveyed believe current economic conditions make purchasing tobacco from cheaper, potentially illegal sources more justifiable, while two in three (68%) believe raised prices and taxes on legal tobacco is pushing people in their local area towards criminal behaviour.
As a result of these concerns, four in five (80%) residents surveyed believe politicians are not doing enough to tackle illegal tobacco trading, and 83% believe there is insufficient enforcement to stop the black market.
With this in mind, three in four (74%) Coventry residents surveyed would be likely to advocate for stricter regulations and enforcement measures.
Dale Stacey, communications manager at JTI UK, said: “The fact nearly two thirds of stores we visited in Coventry were selling illegal tobacco - with almost all of them repeat offenders - demonstrates current penalties simply aren’t working as a deterrent.”
“Rogue traders are using clever tactics, from hiding products in vehicles to even using third parties outside to bypass law enforcement and profit at the expense of legitimate local businesses.
“With two-thirds of Coventry residents surveyed warning that tax hikes are pushing people towards the illicit market, and four in five calling for stronger enforcement, it’s clear the public wants decisive action from the Government.
“We’re urgently calling for stronger penalties and more effective enforcement mechanisms to ensure these repeat offenders are held accountable.”
Government call
JTI is calling on the Government to treat illegal tobacco as a serious economic and social issue with three simple asks - cancel the double taxation on tobacco, introduce a licensing scheme and increase penalties to fund enforcement.
Paul Cheema, owner of two Malcolm’s Stores in the Coventry area, added: “Unfortunately, these results come as no surprise to the honest, hard-working retailers of Coventry, who’ve been blighted by the rise of the tobacco black market in recent years.
“The number of stores selling illicit products could even be higher in some areas of the city and it’s clear there’s a persistent patten of repeat offending that demands immediate action.
“Coupled with the fact that illicit traders are evolving their tactics, this trade is posing an ongoing threat to public safety and our local community. To break this cycle, enforcement bodies need enhanced powers, stricter penalties, and dedicated resources to take these illegal products off the streets for good.”
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