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Incentive schemes

Incentives to support smokers to quit during pregnancy are both effective and cost effective. This page contains information and resources to support the commissioning of incentive schemes for commissioners and practitioners.

Briefing: Supporting smokefree pregnancies through incentive schemes

The Smoking in Pregnancy Challenge Group has produced a briefing to support the commissioning of incentive schemes and give both commissioners and practitioners a set of ‘lessons for practice’ to consider before launching such schemes.The evidence base is now compelling that incentives are an effective way to increase the rate of quitting among pregnant women, where they are coupled with evidence-based support in line with NICE Guidance. The briefing sets out:

  • Impacts of smoking in pregnancy
  • NICE Guidance: supporting pregnant women to quit
  • Evidence for smokefree pregnancy incentive schemes and
    ‘Lessons for Practice’ based on examples of schemes that have been implemented.

The briefing has been endorsed by ASH, Fresh, the NCSCT, the Royal College of Midwives, the Royal College of Obstetricians and Gynaecologists, Sands and the Tobacco Control Collaborating Centre.

View and download full briefing here


In April 2023, the Government announced that all pregnant women who smoke will be offered financial incentives in the form of vouchers alongside behavioural support by the end of 2024. This is something the Challenge Group has called for repeatedly and was also recommended by the 2022 Khan review of tobacco policy. Other measures announced focus on supporting adult smokers to quit smoking through vaping, preventing youth vaping and cracking down on the illicit market for tobacco and vapes.


Incentive schemes

This Challenge Group webinar presents the evidence base for the use of incentive schemes in pregnancy and the context for successful schemes. Note on the GM data: all areas are at different stages of implementation and have varying local providers, and the data is based on CCG’s.

View webinar and download slides here