In Pakistan, 19.1% adults consume tobacco causing around 160,000 deaths/year. Tobacco industry constantly interferes in policymaking – a key reason for ineffectual tobacco control. For example, a move to impose higher taxes on cigarettes was blocked on the basis of a fictitious industry ‘report’. This report (never made public) asserted that illicit trade constitutes 41% of the cigarette market share and an increase in taxes will lead to more smuggling – a claim often made by the industry and constantly refuted by independent research in other countries. This project aimed at providing unbiased evidence of the scope and magnitude of the illicit tobacco trade in Pakistan.

Objectives of this study were as under:

1. Proportion of cigarette smokers who use illicit cigarettes

2. Nicotine dependence and motivation to quit among smokers

3. Triggers to, the methods used in, and the success of quit attempts

4. Attitude of smokers towards tobacco control policies and cessation aides (including willingness to pay) e.g. counselling, medication, e-cigarettes.