Project Tobacco

1. Project Tobacco Prepared By Julie Walker & David Waring 13 May 2009

2. Order Of Presentation • Background & Objectives • Methodology & Sample • Smoking behaviour • Purchasing behaviour • Attitudes towards buying cheap and illicit tobacco • Importance of tobacco being real • Motivations and Barriers to purchasing • Perceived scale of the problem in Barnsley • Attitudes towards selling cheap and illicit tobacco • Reporting & action • Summary & Way Forward

3. Background & Objectives Background • The current situation with the smuggling of cheap and illicit tobacco is an international problem that requires a range of action to be taken • Unless smuggling is counteracted at all levels – international, national, regional and local – the impact of other tobacco control measures will be seriously undermined • Criminal activity in this illicit trade also tends to target the most vulnerable smokers, those in deprived areas and the young, increasing health inequalities further • Her Majesty’s Revenue and Customs estimate that approximately half of all tobacco sold in Barnsley is cheap and illicit • To gain insight in to Barnsley residents who buy and sell cheap and illicit tobacco • To explore attitudes to buying and selling cheap and illicit tobacco • To measure the scale of the cheap and illicit tobacco problem in Barnsley • To clearly identify and define market segments within the target audience • To identify potential triggers, motivators and barriers to behaviour change Objectives

4. Approach Stage 1 SecondaryResearch Stage 2 Qualitative Research Stage 2 Quantitative Research Further Qualitative Research • Desk research to • collate and resource existing knowledge • Word report produced • 8 X 1.25 hr friendship triads • 4 X 1 hr stakeholder depth interviews • 163 X 15 minute street intercept interviews, providing validation of key qualitative findings • 2 X 1.5 hr discussion groups looking at interventions developed • This debrief covers stage 2 of the research

5. Equally split across three locations: Barnsley Town Centre, Dearne Valley and Lundwood Based on profile of smokers within the area Gender Female 47 Male 53 Age 18-34 34 35-54 44 55+ 22 Average years 43 SEG ABC1 8 C2DE 91 Quantitative Sample • Marital Status • Single 33 • Married 52 • Widowed/Separated/Divorced 15 • Children in Household • Yes 36 • No 64 • Working Status • Working 31 • Not working 67 % Base All (213); D1,2,3,5

6. Qualitative Sample 8 x 1.25 Hour In Home Smoker Triads 4 x 16–30 years old 2 x Females 2 x Males 2 x 31–45 years old 1 x Female 1 x Male 2 x 46–60 years old 1 x Female 1 x Male 3 respondents per triad (all friends) All heavy smokers Social grade C2DE Two triads to be hand rolled tobacco users Mix of lifestage; (with family & without family) Mix of locations: Barnsley town centre, Dearne Valley (Thurnscoe/Goldthorpe) and Lundwood

7. Smoking Behaviour

8. Habit beginning at a worryingly early age Reasons for starting to smoke were often associated with the prevalence of smoking in schools and the desire to fit in amongst peers • Over half of respondents are experiencing smoking at 14 or younger, with 9 in 10 starting at 17 or under • The average age that respondents started smoking was 15 years old • Those who now smoked hand rolled tobacco most regularly were likely to have started smoking at an earlier age than those who now smoking cigarettes Base: 163, S3 How old were you when you started smoking?

9. Average number smoked per day is 18 1 to 5 * The average smoker in the UK has 14 cigs a day. From: Table 1.16 General Household Survey 2005 (Office for National Statistics). 6 to 10 11 to 20 21 to 30 31 to 40 40+ • The average number smoked by respondents was 18 per day • Males smoked significantly more than females • Those smoking hand rolled tobacco smoked significantly more than those smoking normal cigarettes Base: 163, S3 How many cigarettes do you smoke on an average day?

10. Cigarettes predominately smoked Type of tobacco ever smoked Tobacco smoked most frequently • Cigarettes were smoked by more than 9 in 10 of respondents, with hand rolled tobacco being smoked by almost half of respondents • Three quarters smoked cigarettes most frequently, with a quarter using hand rolled tobacco • Males are more likely to smoke hand rolled tobacco than females Base: 163, Q1b What type of tobacco have you ever smoked?, Q2, What type of tobacco do you smoke most frequently?

11. Perceived stress and pressure are key motivators to keep smoking “ “ I always smoke more when I’m stressed and under pressure at work, it helps calm me down Last time I gave up I put on 2 stone in a month, so that’s always put me off trying again “ “ Stress and pressure from work Weight gain “ “ I smoke more when I am out with friends – so I need to not see my friends for me to give up! It gives me a chance to go outside and get away from all the kids and get a bit of peace and quiet “ “ Opportunity to spend time alone Social thing to do with friends • Perceived stress and the role tobacco is perceived to play in reducing this stress is a key issue for smokers • Weight gain was also mentioned as a reason to maintain smoking, particularly by females

12. Smoking ban and its impact Further strengthened the view of smokers that they are a persecuted group, in some cases hardening their resolve to carry on smoking Has effect of increasing smoking at home because of reduced drinking in pubs, impacting upon the family Smoking ban continuing to have a massive impact upon smoker’s lives Increases peer pressure to smoke and makes smoking into more of a group activity when forced to go outside every time a cigarette is smoked at the pub Some parents stated they would not smoke in front of their children • Overall, the smoking ban has forced people to change their habits, particularly with regards to smoking less at the pub when drinking • However, not all the changes are positive with increased smoking in the home environment

13. Previous quit attempts • Most of the respondents we spoke to qualitatively had given up previously, often for months at a time Motivations Barriers • Children and grandchildren play a key role in prompting the decision to quit, often through their education about the dangers of smoking • Health concerns, such as inability to undertake moderate exercise without breathlessness acted as a motivation for some but generally was not a high priority • Reduce spending and outgoings • Smokers often convince themselves of examples of older smokers who are still alive as reasons why smoking isn’t that harmful and • Cite conflicting health messages from the media • Often buy in bulk from friends so often have large reserves of cigarettes that have to be used up, meaning giving up cannot be spontaneous • Cheap and illicit tobacco has a role in making quit attempts less likely as cost does not act as the same barrier as it does to those buying cigarettes from legitimate outlets • Due to bulk buying cheap and illicit tobacco, respondents often had large amounts of cigarettes in home and were less likely to give up spontaneously

14. The inescapable habit Temptation to start again “ • Often despite giving up for a prolonged period of time, smokers are encouraged to start again I gave up for 6 months but my mate offered me one on holiday and I just started right up again “ “ Same time everyday I always have one the same time on my break “ • Often built into the work day, same time everyday, during lunch break and a chance to get away from work “ When I gave up my back pain got a lot worse “ Provides comfort/relief • Reassuring and acts as a comfort blanket for many “ It was really hard to stay given up as my wife carried on, so there were always some in the house “ Family/friends habits • Smoking behaviour often reflects that of friends and family smoking habits • In addition brand smoked tends to be habitual with smokers ‘getting used to’ their usual/preferred taste

15. Purchasing Behaviour

16. Apparent Differences In Purchasing ‘Fakes’ Based On Gender, Marital Status & Location Gender Marital Status Location • On an overall level, 47% of respondents have bought fake or snide cigarettes before, with over a quarter buying them weekly or more • Males are significantly more likely to buy them on a weekly basis than females • Those who are single are more likely to buy than those married or separated • Respondents from the City Centre or Lundwood are significantly more likely to buy than those from the Dearne Valley Denotes significant difference at 95% level Q6, How frequently bought fake or snide? Base 163

17. Main source of cheap & illicit tobacco is friends home Off Licence/ Local Shop Supermarket Abroad Friend’s home Cig house Pub % ever bought from following places • The main route of purchasing cheap and illicit tobacco appears to be from friends home with a quarter having ever bought from here, followed by 1 in 5 ever buying from a cig house • A total of 37% have bought from either a cig house or a friends home • Looking at differences between who is using these channels… Base: 163, Q5a How frequently have you bought tobacco from the following places?

18. A quarter purchased from friend’s homes Age Marital Status Location Gender Never Any use of place NA • Usage of friends home is quite evenly split amongst different sub groups, suggesting it is a practice common amongst a wide range of ages • Those who are married or co-habiting are significantly more likely to use their friends house to get cigarettes from than those who are single Denotes significant difference at 95% level Base: 163, Q5a_5 Friend’s house, how frequently have you bought tobacco from the following places?

19. Apparent differences in those purchasing from cig houses Age Marital Status Location Gender Never Any use of place NA • Those aged 18-34 are the age group most likely to use cig houses • Those who are single are most likely to use them • Respondents from Lundwood are significantly more likely to use them than those from the city centre and the Dearne Valley • There does not appear to be a significant difference between hand rolled tobacco and cigarette users • Unsurprisingly, users of cig houses are also unlikely to see it as problem Denotes significant difference at 95% level Base: 163, Q5a_4 cig house, how frequently have you bought tobacco from the following places?

20. Mixed knowledge of customs laws from holidays abroad “ “ I always buy a lot whenever I go abroad for me to use but I’m never sure the exact amount you’re allowed I have a mate who used to get fags for me but he got stopped coming back from Amsterdam and had them seized “ “ • Most respondents have experience of purchasing cigarettes from abroad, particularly Spain • Despite of this, there is often lack of understanding over the exact number of cigarettes that are allowed to be brought back in • This lack of understanding of the laws helps to fuel the misconception that most cigarettes are just from abroad and are not counterfeit • As respondents had actually bought cigarettes themselves from abroad for significantly less than in the UK, many believed that the cigarettes they were buying from the street had come from similar sources

21. Attitudes towards cheap and illicit tobacco

22. Cheap cigarettes accepted in culture “ “ “ There is nothing wrong with it, they are too expensive otherwise It’s so common, you can easily get hold of cheap fags if you want them “ Engrained in culture Perception that very widespread (for those purchasing) Buying cheap cigarettes is the norm and accepted within the community Majority, don’t perceive what they purchase from friends to be ‘fake’ Don’t perceive purchasing to be a ‘crime’

23. Cheap cigarettes no downsides…. Real ‘Cheap’ ‘Fake’ / Guaranteed cheaper For some taste experience barrier to purchase However some acceptance that when purchase cheap you risk picking up some fakes / What you see is what you get Purchasing from most trusted outlets Expensive  Perception that real No difference to genuine just cheaper Buying from a trusted source “ Why would you go and buy them from a shop when I can nip down the road and get the same thing for half the price? “ • Cheap and Illicit cigarettes clearly defined and separated by whether they are ‘real’ or ‘fake’ tobacco • For many purchasing cheap cigarettes there are no downsides in comparison to ‘real’ which are expensive and ‘fake’ which have a substandard smoking experience

24. Cheap tobacco widespread and accepted Less Acceptable Acceptable Fake cigarettes Sometimes purchased from friends, but mainly purchased from strangers A minority of purchases Clearly identified by substandard smoking experience Some concern from adults that children smoking these will be unaware that they are ‘fake’ as no/limited point of comparison Real Cigarettes Cheap cigarettes Most likely to be purchased from friends or regular/known sellers Purchased from shop/off license • For those purchasing cheap cigarettes their behaviour is seen as acceptable as purchasing through legal channels • In addition the majority of illicit tobacco is not perceived to be fake

25. What I buy isn’t fake…. You never ask where they are from, but I assume they are from abroad I buy from Sue, I’ve been buying from her for years, I trust her I wouldn’t pay what I do for fakes, I’d expect them to be much cheaper If you do happen to get a fake, I’d always take them back I reckon my seller is part of a larger chain so she wouldn’t know if they were fake anyway I know he wouldn’t sell me fakes… he’s been doing it years and people wouldn’t buy if he was selling fakes • Central to perception that they are not purchasing fakes is trust and relationship with their sellers who are for many classed as friends • Also consensus that the taste of ‘fakes’ can be identified

26. Perception that easy to identify ‘fakes’ Different type of tip Have to draw it in deeper Different, stronger taste Distinct, stronger Smell Give you a sore throat Chunks of tobacco inside Darker colour Pack – without images No gold band on cigarette • Even for younger buyers there is a perception that they are experienced smokers who can tell a ‘fake’ • For many they are sticking to same brands due to habit and to a certain extent taste preference, therefore any difference in taste is easily identified

27. For minority habitual purchasing of ‘known fakes’ No immediate, visible side effects Habitual purchase Shrug off any health adversities/risks Used to the taste ….or admit that they can’t taste cigarettes

28. The Importance Of Tobacco Being Real

29. Varying Levels Of Importance That Tobacco Is Real Smoked most frequently Gender Age • At an overall level a high proportion, 91% of the sample believe that it is important that their tobacco is real • Interestingly there is no significant difference in responses from those who currently buy fake vs those who do not, re-iterating findings that those buying ‘cheap’ cigarettes perceive them to be real • Key significant differences are amongst men, those aged 18-34 and hand rolled tobacco smokers who see it as slightly less important that their tobacco is real Denotes significant difference at 95% level Q6, How important is it that your tobacco is real? Base 163

30. High Levels Of Confidence That Tobacco Is Real • Confidence levels drop as the known relationship with the individuals selling decreases Q5b2 off-licence 104, Q5b3 abroad 51, Q5b5 friends home 41, Q5b4 cig house 32, Q5b6 someone selling in pub 17 How confident are you that the tobacco from the following is real? Base 163

31. Motivations and Barriers to purchasing cheap and illicit

32. Culture, convenience & price key motivators to purchase • The in built culture of purchasing illicit tobacco appears so widespread amongst smokers in Barnsley that in does not have any stigma attached meaning people accept it as the norm • Presently, many perceive there are is little advantage of buying legitimate cigarettes given there is no fear or limited fear of prosecution

33. Dangers/barriers to buying illicit tobacco • Main barrier/danger with purchasing illicit tobacco is concern as to what is in the cigarette. This was more likely to be expressed as a concern by those in Dearne Valley • Alarmingly 19% of the sample could not spontaneously suggest any dangers/barriers to buying illicit and counterfeit tobacco Q7a. What do you consider to be the dangers/barriers to BUYING illicit and counterfeit tobacco? Base 163

34. Perceptions of the scale of the problem

35. Majority perceive it’s not a problem…. Large problem Unsure Small problem • Just under half of sample (42%) believe that cheap and illicit tobacco is a small problem in Barnsley, those more likely to think it is a small problem are from Lundwood and have purchased fake/snide • Those perceiving it to be a large problem were more likely to be from the City Centre and Dearne Valley • Unsurprisingly those who buy fake and snide are most likely to say it is a small problem Q10, How large a problem is cheap and illicit tobacco in Barnsley? Base 163

36. Why is it a large/small problem? “ “ Barnsley is prone to all the vices. From being very small kids turn to every type of crime “ It is happening everywhere – people are desperate and have no money “ “ “ It’s not like selling drugs “ “ All towns and cities have problems and Barnsley is no different to others It’s too expensive for people on low incomes to afford and they will get them however they can “ “ “ “ “ It is a service industry not a crime as there are much worse crimes than selling tobacco cheaply “ No problem as they are helping people afford Its large because people cant afford to buy them any other way “ “ • For many Barnsley is seen as no different to other towns and cities • Reasons for it being a large/small problem relate to personal awareness of problem • Cost savings appear as a reason for it being a large problem • Those believing it not to be a problem perceive the buying and selling not as a crime but as acceptable even appreciated in providing a service

37. Factors related to scale of the problem in Barnsley Habit Engrained in culture Tradition of smoking Long term unemployed Cost saving motivations become even stronger Hub – easy to transport to/from Low income areas Central Location & near to East Coast ports

38. Attitudes Towards Selling Cheap & Illicit Tobacco

39. Dangers/barriers to selling illicit tobacco • Main dangers associated with selling are getting caught and prosecution Q7a. What do you consider to be the dangers of SELLING illicit and counterfeit tobacco? Base 163

40. Perceptions of sellers • They can be anyone • They are just like me and you • Overall positive attitudes displayed when thinking about attributes of sellers: • Providing a good service – helping the community to save money (particularly important to community in low income area) • Just trying to make a bit for themselves • However, some negativity towards sellers who are actively aware that they are selling ‘fakes’ – feeling that they are ‘robbing’ and ‘conning’ buyers. However these sellers are associated with strangers selling as a pose to friends and neighbours Potential to highlight the likelihood of known sellers actually aware of selling fakes?

41. Attitudes To Reporting & Action

42. Police seen as responsible for action The Police HMRC Government Local Council NHS • For almost half of respondents, it is seen as the responsibility of the Police to act upon counterfeit and illicit tobacco • Only 1 in 20 of respondents view it as the responsibility the council or the NHS Base: 163, Q12a Whose responsibility is it deal with counterfeit and illicit tobacco?

43. Over 9 in 10 of respondents would not report sellers Unlikely to report Likely to report • Only 8% of respondents are likely to report (8-10) those selling • Although due to the low numbers willing to report it is difficult to analyse as a sub group, no respondents from Lundwood were likely to report and as it would be expected buyers themselves are unlikely to report Base: 163, Q13 On a scale of 1 to 10, with 1 being least likely and 10 being most likely, how likely would you be to report someone selling illicit or counterfeit tobacco?

44. Culture of ‘minding own business’ Mind own business Makes tobacco affordable Fear of criminals It’s not wrong Hypocritical I buy myself • The fear of criminal retribution is a concern for 1 in 5 of respondents, though the overriding reason is people seeing it not as their business • There is a belief amongst some that it is the only way tobacco can be afforded • Given the large number of respondents that buy illicit tobacco, a third of respondents suggest that they are unlikely to report as they are personally implicated Base: 140, Q14c, Why are you unlikely to report sellers?

45. Perceived limited action taken to reduce cheap and illicit tobacco • No perceived penalties • Confusion and misunderstanding as to what the penalties are for buying and selling cheap and illicit tobacco • Limited awareness of penalties helping perception that buying/selling is acceptable • Authorities focusing on large scale sellers • Police not involved in process • Limited sharing of information • Customs and Excise focusing on large scale sellers, leaving the regular day to day sellers to carry on with crime • Customs and Excise starting to work with Trading Standards (Scam Buster initiative) Authorities not enforcing action and thus reinforcing belief from community that buying and selling cheap and illicit tobacco is not a crime

46. Summary & Way Forward

47. Summary • Many smokers are tied to the habit, starting smoking from an early age and with much of their routine and lifestyle entrenched in smoking • A desire to quit was demonstrated by some, with some even having given up for a time period, however many still have conflicting beliefs and needs and ultimately the desire to continue smoking outweighs any potential motivations to quit • However, smokers are continually pressurised to quit with smoking becoming less socially acceptable. The smoking ban and pressure from children are key in pushing this • Health not a key motivator in quitting, particularly given mixed messages with regards to smoking and health • 47% of our sample had ever purchased ‘fake or snide’ cigarettes, with 27% purchasing weekly or more • Males in the city centre and in Lundwood most likely to be buying weekly or more • Buying in bulk at a low unit cost appears a key motivator in purchasing cheap and illicit tobacco • However this is also a key barrier in quitting, with the stockpile of cigarettes kept in the house stated as a reason to continue • The widespread acceptability of cheap tobacco means that for many it is not seen as an issue • For purchasers of cheap and illicit tobacco, the key barrier in purchasing fake cigarettes is the distastefulness. Secondary factors linked to this are the short term side effects on health as a consequence of unknown ingredients within the tobacco. For example many stated having a sore throat after smoking ‘fakes’ • The major barrier for purchasing for all is not knowing what is in the tobacco. However for many there is a sense that the cigarettes they buy are not ‘fakes’, with one fifth of the sample not able to think of any barriers to purchasing – demonstrating the belief that they are getting real/genuine cigarettes at a reduced price

48. Summary • Linked to this for many is buyers faith and relationship with the seller – believing that they are providing a service for friends and family and would not knowingly sell fakes • Critical in this is the perception that they would not sell to under 18’s • A high proportion of the sample consider it important that their tobacco is real • In addition confidence in their source is high, only dipping when knowingly purchased from strangers thus reinforcing the relationship and faith in known sellers • Because of this relationship with sellers as the majority are friends, many buyers believe that there is little difference between themselves and sellers, in fact there is a perception that a seller can be any law abiding citizen just trying to make a bit more for themselves • Taste is critical is determining which cigarettes are smoked, with smokers getting used to the taste of their usual brand. Thus there is a perception that fakes are easy to identify mainly due to the distastefulness • Quantitatively the main danger of selling is getting caught, with the majority believing that it is the responsibility of the police in taking action in dealing with this • Majority would not report sellers (particularly those buying and those in Lundwood) • Live and let live mentality • Strong community loyalty • Perception that they are not doing anything wrong

49. Potential Interventions Who to target? • Key role of educating children from a young age – they can act as advocates in dissuading parents from smoking • From our sample Lundwood is a key area to target • Most reactive to messages would be females and cigarette rather than HRT smokers given that it is significantly more important to them that their tobacco is real • Given the evidence of a lack of willingness to report we would advise against free phone reporting number • Potential for localised stop smoking services an addition to town centre service? • Given the importance of word of mouth consider ways to communicate via community based viral word of mouth tactics, we see this as being far more effective than local advertising campaigns • Should local advertising be used, any messages must not be seen to be coming from stereotyped ‘authorities’ • A joined up approach for targeting from all stakeholders (the police, HMRC, Trading Standards) How to target?

50. Potential Interventions Messages to target • Communicate that rather than money being taken off them when purchasing real tobacco, demonstrate how this money will in fact come back to them • Raise awareness of purchasing cheap and illicit tobacco as a crime • - Presently it is seen that purchasing cheap and illicit is without censure from the law and this needs to be totally redressed • Raise awareness of illicit and counterfeit tobacco purchasing by minors • Communicate and enforce penalties for sellers • Given that there is currently limited awareness that selling counterfeit and illicit tobacco is linked with other major crime – is there potential to use this to break perception that it is acceptable • Educate how to spot a fake – potentially conveying the distastefulness of fake cigarettes to younger buyers, but more importantly challenging perceptions that they are easily identified • Challenge buyers faith and relationship with cheap cigarette seller and the product itself • Advertise proportion of fakes • Consider ways for buyers to question the makeup of the cigarettes • Consider ways to plant seed that maybe the seller knowingly is selling fakes