JTI has joined forces with Crimestoppers in a bid to increase illicit tobacco reporting and reduce sales.

The partnership, which begins in February, will see the Crimestoppers anonymous helpline number publicised as the primary “call to action” across all of JTI’s illegal tobacco campaigns throughout the UK.

As a registered charity, independent from the police, Crimestoppers enables retailers and members of the public to report crimes and intelligence anonymously - a fact which JTI hopes will boost reporting rates. This information is then passed on to law enforcement agencies.

JTI media relations manager Mark Yexley said: “Illegal tobacco products that are ‘peddled’ within communities pose a risk to the future existence of the hard working retailer.

“JTI’s partnership with Crimestoppers is designed to encourage local consumers and retailers to take a stand and report, in confidence, anyone involved in illegal tobacco crime.” 

The partnership follows on from JTI’s 2014 ‘Don’t Be Tempted’ campaign which reached over 10 million people through regional print, online and broadcast media.

Retailers can call Crimestoppers anonymously on 0800 555 111.