NORTH Ayrshire Trading Standards have vowed to step up their efforts to help those in our most deprived areas quit smoking.

The team say they want to stamp out the sale of counterfeit and contraband tobacco, control tobacco sales and enforce legislation on the marketing and packaging of tobaccos products.

They will also educate people – including school children - about the health risks posed by smoking.

This approach will be targeted at a local level by working proactively alongside community groups.

Trading Standards has already started working with Fullarton Community Association – who are desperate to make their area a contraband and counterfeit tobacco free area.

Donna Fitzpatrick, Chairperson of Fullarton Community Association said: “The health statistics for this area, particularly in relation to life expectancy, are dramatic in comparison with neighbouring areas. We know that a whole community approach will be required to address the wealth and health inequalities in this area.

“Dramatic situations require dramatic action, and we will work with Trading Standards to make our community a contraband and counterfeit tobacco free area.

“Smoking addiction consumes people’s available income - and is proven to impact on their health. We will work with Trading Standards to ensure everyone in our community understands the health consequences of contraband/counterfeit tobacco products, and the legal consequences for those who sell”

The Scottish Household Survey (2014) reveals that smoking rates in the most deprived areas is 34 per cent compared to nine per cent in the least deprived areas. Others who are more likely to smoke include those who are homeless, families with low incomes, prisoners, and those with mental health illness.

Scott McKenzie, Senior Manager for Protective Services at North Ayrshire Council said: “Often people’s path to stopping smoking is undermined by the ready availability of counterfeit and contraband tobacco.

“To reach those who are accessing this type of tobacco, the Trading Standards team in North Ayrshire is actively developing relationships with local community groups to work with them to tackle, in particular, house sales of these tobacco products.

“We don’t want people to accept illicit sales in their neighbourhood and need people to help us persuade sellers to stop.”