One of the main requests in the report is for the government to adopt a polluter pays approach to fund prevention and create market incentives for businesses to move away from the sale of unhealthy products.
They have backed calls made by ASH, the Smokefree Action Coalition and the APPG on Smoking and Health for a price-cap style levy. This would cap the wholesale price of tobacco and reduce the company's profit margin. Retail prices would be kept the same by the introduction of the polluter pays levy, which would go to the state and could fund prevention activities to support more smokers to quit. The health charity has estimated that such a levy could raise £700m in the first year.
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