New year drive to give up smoking to be scrapped

THE new year’s resolution drive to stop smoking has been scrapped by Public Health England (PHE) in favour of a year-round campaign.

Officials have decided to abandon the campaign, which focused on encouraging people to give up smoking for the new year, and to focus instead on the all-year programme, which uses apps, emails and Facebook to support those seeking to quit.

The “always on” service has helped millions of people give up over the years, according to PHE.

The change reflects the reality that for many people who smoke, quitting is not a one-time process that can happen in January alone.

According to 2016 research published in the British Medical Journal, it takes smokers up to 30 attempts to quit completely.

But the British Lung Foundation has criticised PHE’S move, which came after its anti-smoking budget was reduced by £1.2million to £3.8million.

Rachael Hodges, senior policy officer, described the cut as “foolhardy” and said it would let down smokers and increase pressure on the NHS.

She added: “Although smoking rates are declining, we must not be complacent. Mass media campaigns are vital in encouraging smokers to quit and stay smoke-free.”

The charity said that smoking costs society more than £11billion per year.

In addition to its all-year services, PHE said that it would retain its Stoptober campaign, which it has run every year since 2012.

Duncan Selbie, chief executive, said: “Within the available money, campaigns have been reprioritised, with the agreement of ministers – with an emphasis on the best start to life, continuing to tackle tobacco harm, raising awareness of the symptoms of cancer, tackling antimicrobial resistance and promoting good mental health.”