Illegal and fake tobacco is a global issue, ranking among the most smuggled commodities worldwide. It’s a growing problem in the UK, as government tax hikes on tobacco products inadvertently create a rise in illegal trade as a way for criminals to bypass the added cost.

Why is illegal and fake tobacco a problem?

To start with, this underground market threatens government funding. Since 2010, HM Revenue and Customs estimates total tax revenue loss at a staggering £28.5 billion* - money that could have been reinvested into communities.  Instead, this income is funnelled into organised crime gangs linked to the trafficking of people, drugs and weapons, and funds a network of criminal activity in the UK and beyond.

Even more alarming is the risk fake tobacco poses to the public, delivering unregulated products containing unknown substances used to cut costs. Counterfeit tobacco has been found to be a much lower and consumers of these illegal products are unknowingly exposing themselves to dangerous and unsanitary ingredients.   

So it makes sense to avoid counterfeit tobacco at all costs. But how can we tell if tobacco is fake?

How to spot fake tobacco products

There are often some core signs that a product is counterfeit. You just need to know what to look for:

• Price: A huge red flag is that the cost is much lower than market rate. In many cases, if it seems too good to be true, it probably is. Always double check products that are considerably cheaper than what you’re used to. 
• Brand recognition: Strange brand names are another tell. A quick online search can help you check its legitimacy.
• Quality: Counterfeit tobacco will be lower quality, often accompanied by a strange smell, taste, or look.
• Packaging: A large giveaway, the packaging may have different colours or fonts to normal, missing information or words that are misspelt.  Remember, cigarettes and hand rolling tobacco must be in standardised packaging. For heated tobacco, check the brand website for the correct package design.
• Health warnings: Finally, the packaging may not adhere to regulation, missing health warnings or showing them in a different language. All health warnings must be in English – anything else is likely fake. 

What to do if you if you suspect a tobacco product is fake

The fight against illicit trade needs to be a combined effort from the public, private organisations and the government. If you come across a product you suspect is counterfeit, report it to CrimeStoppers on their anonymous online form - What is the crime or incident? | Crimestoppers

The future of tobacco

Ploom is committed to delivering unrivalled tobacco in the modern world. A crucial part of this is doing what we can to protect our customers from the risks of fake tobacco products.

JTI UK continues to work with law enforcement agencies and retailers across the UK to fight the trade of illegal tobacco products, working towards a future where every tobacco purchase is legal, high quality and transparent. Until then, use this guide to help you avoid this illegal market, or learn more about the issue of illegal and fake tobacco on IT COSTS MORE THAN YOU THINK. Remember to stay vigilant when buying tobacco products from unverified sources. You can purchase our heated tobacco sticks direct from Ploom.co.uk.

*Measuring tax gaps 2025 edition. HMRC, June 2025