Addictions Department, Institute of Psychiatry, UK Centre for Tobacco Control Studies, King's College London, London, UK.
Department of Epidemiology and Public Health, University College London, London, UK.
Tob Control. 2014 May;23(e1):e44-50. doi: 10.1136/tobaccocontrol-2013-050957. Epub 2013 Aug 19.
Illicit tobacco (IT) undermines the effectiveness of tobacco control strategies. We assessed the implementation and impact of a new programme designed to reduce demand for, as well as supply of, IT, in the north of England, where IT was prevalent.
'Mixed methods' research was undertaken. Qualitative methods included stakeholder interviews (at outset and 1 year later) and ethnographic research. Indicators reflecting those supply and demand issues for which data were available were identified and monitored, including relevant items on two cross-sectional surveys carried out in 2009 and 2011 with over 4000 individuals from which a social marketing campaign was also developed. IT reports to two existing hotlines, promoted through the programme, were assessed.
Initially, concerns abounded about the different philosophies and ways of working of local and national enforcement and health agencies, but these were much reduced at follow-up. A protocol was developed which greatly facilitated the flow of intelligence about IT supply. A social marketing campaign was developed highlighting two messages: IT makes it easier for children to start smoking and brings crime into the community, thereby avoiding misleading messages about relative harms of illicit and licit tobacco. Public and stakeholder awareness of IT increased as did calls to both hotlines.
A partnership of agencies, with competing values, was established to tackle IT, a complex public health issue and, inter alia, implemented a social marketing campaign using novel messages. This improved the flow of intelligence about the supply of IT and increased awareness of IT.
非法烟草（IT）破坏了烟草控制策略的有效性。我们评估了一项旨在减少英格兰北部 IT 供应和需求的新计划的实施情况和影响，因为在那里 IT 很普遍。
采用“混合方法”研究。定性方法包括利益攸关方访谈（开始时和 1 年后）和民族志研究。确定并监测了反映供应和需求问题的指标，其中包括 2009 年和 2011 年进行的两项横断面调查中可用数据的相关项目，还为此制定了一项社会营销活动。评估了通过该计划推广的向两个现有热线报告的 IT 情况。
最初，当地和国家执法及卫生机构的不同理念和工作方式引起了广泛关注，但在后续跟进中，这些担忧大大减少。制定了一个协议，极大地促进了有关 IT 供应情报的流通。开展了一项社会营销活动，强调了两个信息：IT 使儿童更容易开始吸烟，并将犯罪带入社区，从而避免了有关非法和合法烟草相对危害的误导性信息。公众和利益攸关方对 IT 的认识有所提高，同时也增加了对两个热线的呼吁。
一个具有竞争价值观的机构伙伴关系成立，以解决 IT 这一复杂的公共卫生问题，包括实施使用新颖信息的社会营销活动。这改善了 IT 供应情报的流通，并提高了对 IT 的认识。
