Health and wellbeing
Collaborative efforts deliver progress on Walsall’s Tobacco Control Plan
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Walsall is delivering major progress in tackling smoking, with over 1,000 residents setting a quit date in the last 12 months and a current 60% quit rate, which is above the national average (54%).
At the Health and Wellbeing Board on 11 December 2025, Walsall Council will present an update from its Tobacco Control Plan (2023-2027), aimed at reducing smoking rates, youth vaping and the illicit tobacco trade, as well as increasing smokefree environments.
The plan seeks to lower the proportion of residents who smoke by bringing Walsall below the regional average by 2027, moving closer to the national 2030 Smokefree ambition and being the most improved borough in the West Midlands by 2040. Key priorities include effective leadership and partnership, enhancing local regulation and enforcement, preventing residents from starting and enhancing stop smoking services.
The Walsall Tobacco Control Alliance has been re-established to ensure delivery of the action plan and to link in with regional and national networks.
Trading Standards continue to play a critical role. Through Operation CeCe, officers have seized over 1.7 million cigarettes and 836kg of tobacco from 131 premises since 2023, disrupting organised crime networks and reducing illegal supply.
Enforcement under the new Tobacco and Vapes Bill which bans disposable vapes has seen more than 28,000 vapes being seized.
Recent prosecutions included a major case involving 223,000 counterfeit cigarettes, 105kg of tobacco and £33,000 cash, highlighting the scale of criminal activity.
Education has been at the forefront of the delivery plan. The Tough on Tobacco and Vaping tour has reached over 3,000 students across 20 secondary schools, and a collaborative art project with Walsall College to create a lung sculpture using empty packaging from approximately 4,000 seized illicit vapes also visited schools during 2025.
Be Well Walsall provides a universal and enhanced stop smoking support offer face to face, video call and over the phone. The service introduced regulated vapes and Varenicline (a prescription drug that reduces nicotine cravings).
A digital stop smoking service called Quit with Bella, which combines personalised human-led support with a 24/7 online AI chat function was also introduced earlier this year, offering another pathway for residents to quit smoking.
A stop smoking project at Walsall Manor Hospital’s Emergency Department has seen 730 people receiving stop smoking very brief advice, with 52% being referred onto a local stop smoking service.
Training on Very Brief Advice and vaping misconceptions has reached nearly 200 professionals. Key campaigns have also taken place during Stoptober, New Year and No Smoking Day.
“ Reducing smoking and tackling youth vaping is central to improving health outcomes in Walsall. The progress we’ve made shows what can be achieved through strong partnerships and innovative approaches. From education campaigns in schools to enhanced stop smoking services, we are committed to creating a healthier future for our residents and moving closer to the national Smokefree 2030 ambition. “
“ Enforcement plays a vital role in protecting our communities from the harms of illicit tobacco and illegal vaping products. Through operations like CeCe, we’ve seized thousands of illegal cigarettes and vapes, disrupting criminal networks and safeguarding young people. We will continue to take robust action to keep Walsall safe and smoke-free. “
The full paper on the Tobacco Control Plan update can be found on the Council’s Committee Management and Information System (CMIS).
- Find out more about Walsall’s local stop smoking services and pathways:
- Be Well Walsall
- Quit with Bella - visit the Solutions 4 Health website to refer.
- Specialist services provided by Walsall Healthcare NHS Trust:
- Stop Smoking in Pregnancy – support for pregnant women and their families.
- Tobacco Dependency Service (for patients currently in hospital) and Walsall Manor Hospital's Emergency Department (ED) Stop Smoking Service (for outpatients to ED and their companions). Email wht.tdt@nhs.net for more information.
- To find out more about the Tobacco Control Plan (2023-2027), visit the Walsall Intelligence website.
