JTI has joined forces with the independent crime fighting charity Crimestoppers to work together to stamp out the illegal tobacco trade across the UK.

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.

In 2014, JTI’s ‘Don’t Be Tempted’ campaign reached over 10 million people through regional print, online and broadcast media, and through its partnership with Crimestoppers, JTI’s aim in 2015 is to continue educating retailers and consumers about the dangers of illegal tobacco.

Mark Yexley, JTI’s media relations manager, 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.”

Roger Critchell, Crimestoppers director of operations, said: “As a crime-fighting charity, Crimestoppers has a responsibility to tackle all types of crime, and working alongside JTI UK, we hope to be able to clean the streets of illicit tobacco.

“The link this trade has to serious and organised crime is very real, and with the help of information from the public on those supplying and selling these fake products, our aim is to ensure your community is a safe place to live.”