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Retail · July 2026
It Costs More Than You Think — Liverpool undercover sting
Tuesday 7th July, 2026
JTI UK commissioned an undercover test-purchase operation in Liverpool that found illegal tobacco on sale in 18 of 72 independent convenience stores, paired with polling for its ‘It Costs More Than You Think’ campaign showing public concern about illicit tobacco funding organised crime and the impact of planned tax rises.
Why it worked: It combined fresh undercover evidence with imminent tax-hike context and local polling on organised-crime fears, giving reporters hard stats plus a policy hook.
The lesson: Consider pairing a quick undercover audit with same-week local polling to quantify impact and tie your pitch to a looming policy change.
JTI UK
3 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Illegal tobacco in a quarter of Liverpool convenience stores | Tuesday 7th July, 2026 |
| betterretailing.com | Research shows illegal tobacco offered to nearly a third of UK public | Tuesday 28th July, 2026 |
| thegrocer.co.uk | Trading Standards crackdown removes 33 million illicit cigarettes from sale | Wednesday 29th July, 2026 |