- 71% of independent tobacco retailers visited in Bradford West were found to be selling illegal tobacco[1].
- Counterfeit rolling tobacco on sale for just 15% of the recommended retail price of the legal equivalent[4]
- 85% of Bradford residents surveyed believe politicians are not doing enough to tackle illegal tobacco trading[5].
- Of smokers surveyed in Bradford , 47% say buying illegal tobacco makes them more likely to consider purchasing other illegal goods[5].
Bradford West has been exposed as a hotspot for black-market tobacco, with more than seven in ten independent tobacco retailers visited in the constituency found to be selling illegal tobacco[1].
Illegal tobacco products were bought from 34 of the 48 independent shops selling tobacco that were visited during a recent test purchasing operation commissioned by JTI’s It Costs More Than You Think Campaign[1].
Of those found to be selling illegal tobacco during the operation on 17 and 18 February 2026, 20 had previously been identified in past operations, suggesting there is insufficient deterrent to prevent repeat offending[1].
Official estimates show the illicit tobacco trade is costing taxpayers £2 billion nationally each tax year[2]. The trade has been linked to organised crime, money laundering and human trafficking, including in the National Crime Agency’s recent Operation Machinize[3].
In Bradford West, illegal products were found hidden under the counter, in backrooms and basements, and in more unusual locations including boxes placed on or inside fridges, nearby vehicles and neighbouring properties[1].
They included counterfeit Amber Leaf hand-rolling tobacco, with some products being sold for as little as £4.00. For comparison, the recommended retail price of a legal 30g pouch of Amber Leaf is £27.95[4].
New polling, commissioned this year by the It Costs More Than You Think campaign, points to widespread public concern about the links between illegal tobacco and wider criminal activity[5].
The survey found 60% of Bradford residents surveyed are very concerned about the impact on local businesses struggling to compete with illegal sellers due to the illegal tobacco trade[5].
When it comes to tackling the problem, 76% of Bradford residents surveyed believe there is not enough enforcement to stop illegal tobacco sales, while 85% of Bradford West residents surveyed believe politicians are not doing enough[5].
More than half (51%) of Bradford residents surveyed believe illegal tobacco is a serious national issue tied to organised crime and public safety threats.
Of smokers surveyed in Bradford 47% say buying illegal tobacco makes them more likely to consider purchasing other illegal goods.
Meanwhile, 81% of Bradford residents surveyed agree that rising tobacco taxes will increase the demand for illegal alternatives.
From 1 October 2026, smokers will face a double duty increase, with the usual annual RPI plus 2% tobacco uplift applied alongside a one-off additional rise on cigarettes and hand-rolling tobacco, introduced with the new vaping products duty[6].
Government figures show the one-off increase alone will add £1.21 to a pack of 20 cigarettes and £2.54 to a 30g pouch, creating a sharp price rise that risks pushing more consumers towards the black market[7].
All evidence gathered from the test purchases will be handed to Trading Standards and HM Revenue & Customs.
The It Costs More Than You Think Campaign can be viewed here: https://www.itcostsmorethanyouthink.co.uk/ – the dedicated retailer page outlines the risks of selling illegal tobacco, alongside helpful tips on how to spot illegal tobacco products and report stores selling illegal goods.
[1] Test purchasing was conducted by a trained undercover operative commissioned by JTI UK. A total of 48 independent retailers that sell tobacco products were visited in Bradford West on 17th and 18th February 2026.
[2] £2bn figure based on HMRC’s tax gap estimates for Excise Duty and VAT losses 2022 – 2023 https://webarchive.nationalarchives.gov.uk/ukgwa/20250501185902/https://www.gov.uk/government/statistics/measuring-tax-gaps (select the table for 2024 and go to table 3.7. See lines 6 and 7 combined for 2022-2023).
[3] National Crime Agency, Operation Machinize: hundreds of barbershops targeted in NCA-coordinated crackdown: https://www.nationalcrimeagency.gov.uk/news/operation-machinize-hundreds-of-barbershops-targeted-in-nca-coordinated-crackdown utm_source=chatgpt.com
[4] Recommended retail price for Amber Leaf 30g is £27.95 as of 19 January 2026. Retailers are free to price as they choose.
[5] This data is based on an online survey that was conducted for JTI UK by an independent British Polling Council accredited research agency between January 7 and January 29 2026, involving a sample of 15,228 UK adults aged 19 and over. To ensure the findings are representative of the UK general population, the data was weighted by age, gender and region. The data for Bradford was collected from 126 adults living in the ITL3 classified Bradford area, of which 54 were smokers.
[6] Tobacco increases per pack with duty rate changes: https://www.gov.uk/government/publications/tobacco-duty-rate-changes/changes-to-tobacco-duty-rates-from-26-november-2025-and-1-october-2026
[7] Tax Products Duty Rates: https://www.gov.uk/government/publications/rates-and-allowances-excise-duty-tobacco-duty/excise-duty-tobacco-duty-rates
Bradford West – Based on Bradford data [5]
This data is based on an online survey that was conducted for JTI by an independent British Polling Council accredited research agency between January 7 and January 29 2026, involving a sample of 15,228 UK adults aged 19 and over. To ensure the findings are representative of the UK general population, the data was weighted by age, gender and region. The data for Bradford was collected from 126 adults living in the ITL3 classified Bradford area, of which 54 were smokers.
(Q18) Nearly three in ten (29%) of Bradford residents surveyed were most surprised that illegal tobacco puts honest local retailers out of business.
(Q19_1) Two thirds (66%) of Bradford residents surveyed feel loss of tax revenue that could fund public services is very important to them.
(Q20) Over half (54%) of Bradford residents surveyed believe the trade of illegal tobacco is a serious issue that requires stricter enforcement.
(Q22_2) Three in five (60%) of Bradford residents surveyed are very concerned by the impact of local businesses struggling to compete with illegal sellers due to the illegal tobacco trade.
(Q23) Almost two-thirds (63%) of Bradford residents surveyed would stop and think if they saw an awareness campaign about illegal tobacco highlighting that it fuels organised crime and serious offences including human trafficking.
(Q25_2) Nearly seven in ten (68%) of Bradford residents surveyed are worried about potential repercussions if they report illegal tobacco activities.
(Q25_4) 85% of Bradford residents surveyed believe politicians are not doing enough to tackle illegal tobacco trading.
(Q25_6) Three in four (76%) of Bradford residents surveyed believe there is not enough enforcement to stop illegal tobacco sales.
(Q29) Half (51%) of Bradford residents surveyed believe illegal tobacco is a serious national issue tied to organised crime and public safety threats.
(Q30_1) Four in five (81%) of Bradford residents surveyed believe the increase in tobacco taxes will increase the demand for illegal tobacco.
(Q30_5) Over half (52%) of Bradford residents surveyed believe the illegal tobacco trade provides jobs for illegal workers in their area.
(Q30_6) Three in five (60%) of Bradford residents surveyed believe people selling illegal tobacco in their area are likely working in the UK illegitimately.
(Q31_3) Nearly half (47%) of Bradford smokers surveyed say buying illegal tobacco makes them more likely to consider buying other illegal goods.
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