TOBACCO bosses are forcing the spotlight on East Lancashire’s illegal cigarette sellers and distributors by sending out test purchasers.

Japan Tobacco Industries (JTI), the company behind brands such as Benson and Hedges, Mayfair, Sterling, Amber Leaf and Silk Cut have taken the controversial step after claiming around 25 per cent of all tobacco products being consumed in the area avoid UK taxes.

JTI’s tax and brand integrity manager Ian Howell said the counterfeit trade has cost the UK economy almost £50billion since 2000.

He said: “Many counterfeit cigarettes look like the real deal but cost half the price.

“But in actual fact, if you place them next to a the brand they have been copied from there are many differences in the packaging and in the quality.

“People selling counterfeit cigarettes on markets, in local pubs, bazaars and out of living rooms are stealing directly from the tax man.

“Around 90 per cent of the cost of all tobacco products goes to the tax man.”

The company is now employing test purchasers to visit sites all over the North West including East Lancashire, Blackpool, Preston, Liverpool and Manchester.

Mr Howell added: “In just a couple of hours in Manchester city centre last weekend the test purchasers recovered more than £200 fake cigarettes which would of had a £425 retail price if bought legitimately.

“This clearly shows how big the problem is when getting the tip of the iceberg gives results like this.”

As well as evading tax, the tobacco chief said counterfeit and replica cigarettes are manufactured in environments well below UK standards.

JTI also plans to fight the governments plans to introduce plain packages because they fear de-branding their products will make the issue worse.