Efforts to reduce smoking in pregnancy in Norfolk praised

Norfolk County Council has been involved in schemes to help pregnant women stop smoking

A scheme offering pregnant mothers incentives to quit smoking could be rolled out across Norfolk.

Women who actively participated were offered £250 in shopping vouchers.

A report from the county's director of public health, Stuart Lines, said early results "have shown an increase in the number of quit dates set".

Researcher Caitlyn Notley said: "We know from evidence that incentives do work. You're more than twice as likely to quit if you're offered incentives."

The report from the Norfolk director of public health said: "The costs associated with smoking are substantial and estimated in Norfolk to be in the region of £872m each year, including costs of health care, social care, lost productivity, and house fires.

"Smoking in pregnancy can have significant effects on the baby - and the rates of smoking in pregnancy in Norfolk are above average."

In an effort to tackle the relatively high rates of smoking in pregnant women in Norfolk, the 12-month incentive programme was launched in May 2023.

Incentives seem to work, the county's public health chief and a researcher say

Participants included the local maternity and neonatal system, the James Paget University Hospital in Gorleston and Smokefree Norfolk - a service that Norfolk County Council funds.

As part of the programme, verified pregnant smokers who actively took part received shopping vouchers worth £250.

The vouchers were given to the women when they set a quit date and at various points during their pregnancy, through to two weeks after they had given birth.

The public health report stated: "The insights gained from this initial scheme will inform the implementation of a countywide programme in summer 2024."

Researcher Dr Notley, from the University of East Anglia (UEA), was part of a team conducting a "cessation of smoking" trial at six UK hospitals, including the Norfolk and Norwich University Hospital.

Out of 972 participants, one in four in the intervention group - who were offered advice, e-cigarette starter kits and referrals - reported quitting smoking at six months, compared to one in eight in the control group, where no help was offered.

Dr Notley said: "It really fits with the national policy and it is fantastic to see focus on increased funding for smoking cessation.

"We know from evidence that incentives do work. You're more than twice as likely to quit if you're offered an incentive.

"It's a highly cost-effective way and it's great that we've led in the region."

Simon Clark, from pro-smoking group Forest, said: "I find it hard to see how local authorities can justify spending on stop smoking campaigns when the government is already doing a lot of that work."

He said the group's own research showed that people wanted councils to "focus on local amenities".

"Smoking is not a public health issue, it's a private health issue," he added.

The director of public health's report will be presented to a meeting at Norfolk County Council next month.