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A levy on tobacco companies should be used to pay for evidence-based measures to reduce smoking including enhanced mass media campaigns and stop smoking services, Action on Smoking and Health (ASH) has proposed.

More than 120 public health-related organisations have joined ASH in its call on the government made in its five year strategy, 'Smoking Still Kills'. The strategy also sets a target of a 5 per cent smoking rate by 2035.

Peter Kellner, chair of the strategy's editorial board, said: €The tobacco companies, which last year made over a £1 billion in profit, are responsible for the premature deaths of 80,000 people in England each year, and should be forced to pay for the harm they cause. Investing in evidence-based measures that reduce smoking is highly cost effective; for example Stop Smoking Services have been shown to be one of the most cost effective ways to improve people's health.€

The Proprietary Association of Great Britain welcomed the ASH report. Donna Castle, PAGB director of public affairs and communications, said: €We are calling on national and local health policy-makers to recognise the valuable contribution of stop smoking services in a refreshed tobacco strategy and the need for sustained investment to continue to drive down smoking rates. The use of stop smoking services has already declined by 25 per cent and could decline by as much as 50 per cent.

"Although smoking prevalence overall is decreasing, trends suggest this may plateau and there are considerable inequalities in rates of smoking. We must ensure that smokers continue to have access to the most effective interventions to support their quit attempt - licensed nicotine replacement therapy delivered in conjunction with behavioural support through stop smoking services.