One in four independent convenience stores in Liverpool were found selling illegal tobacco during a test-purchasing operation earlier this year.
An undercover operation commissioned by JTI UK found 18 of the 72 shops visited between 30 January and 3 February this year were selling illegal tobacco.
Of those 18 shops, 14 had also sold illegal tobacco during previous test-purchase operations, suggesting more needed to be done to tackle repeat offending, JTI said.
The illicit tobacco products purchased during the Liverpool operation included counterfeit Amber Leaf, starting from £4. The rsp of a legal 30g pouch of Amber Leaf was £27.95 as of 19 January 2026.
The illicit white cigarette brand Top Gun, sourced from Belarus and the UAE, was also found on sale for £6.
The products were positioned behind vape displays in gantries among legal stock, as well as behind the counter or in a back room.
Polling commissioned by JTI’s It Costs More Than You Think campaign found 72% of people surveyed in Liverpool believed politicians weren’t doing enough to tackle illegal tobacco trading, while 76% believed there was not enough enforcement to stop illegal tobacco sales.
HMRC estimates the issue of illegal tobacco is costing the Treasury over £2bn in lost tax revenue nationally each tax year.
The polling also found 97% of the people surveyed in Liverpool were concerned illegal tobacco could lead to increased crime and violence in local communities. Almost two-thirds were very concerned that illegal tobacco was funding organised crime.
Nearly three in four (73%) were very concerned about the impact on victims of organised crime, including those affected by human trafficking and exploitation.
JTI said HMRC and UK Border Force had linked illicit tobacco to organised crime, smuggling, fraud, violence and money laundering. The National Crime Agency’s Operation Machinize had also been targeting independent shops, barbershops and other cash-intensive premises suspected of selling illicit tobacco and illegal vapes, as well as money laundering, human trafficking, drugs and weapons offences, JTI added.
From 1 October, 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.
Government figures show the combined increases will add £1.21 to a pack of 20 cigarettes and £2.54 to a 30g pouch of roll-your-own tobacco, creating a sharp price rise that risks pushing more consumers towards the black market, according to JTI.
Among Liverpool smokers surveyed, nearly three in five (59%) believed the October 2026 tax increase would make them more likely to seek out cheaper alternative tobacco for the first time, and 50% believed buying illegal tobacco made it more socially acceptable to buy other illegal goods.
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