Reading Residents Stub Out Smoking as Rates Hit Record Low

Thousands of Reading residents are now living healthier lives as smoking rates in the borough have fallen below 10% for the first time. The latest figures show smoking prevalence has dropped to 9.3% in 2024 – the lowest rate Reading has seen since 2011 and a significant decrease from 11% in 2023.

The improvement follows a £240,000 grant awarded to Reading as part of a £70 million national investment in local stop smoking services across England. This additional funding has enabled Reading Borough Council to introduce a range of new initiatives and expand existing support for residents wanting to quit smoking.

Since receiving the grant, the Council has implemented several new measures, including:

• Trialled the Allen Carr Easy Way service as an alternative approach to quitting in 2024
• Extended hours for smoking advisors, providing more flexible appointment times
• The prescription of smoke-free aids such as Varenicline, introduced in early 2025

The Council has also made significant progress in supporting routine and manual workers – a priority group identified as having higher smoking rates. Smoking prevalence among this group has decreased from 28.7% to 22.1% through targeted outreach and flexible support designed to meet people where they are.

Support for residents looking to quit will expand further in 2026 with the launch of a digital stop smoking app. The app will feature cognitive behavioural therapy tools, achievement badges, a cost calculator and 24/7 access to stop smoking advisors. Nicotine replacement therapy will also be provided through the app.

The Council is also launching a new campaign this January called "Better than a smoke break" specifically targeting routine and manual workers in sectors such as construction, hospitality, factories and retail. Building on research showing that workers view smoking as a reward, stress relief or break time, the campaign features routine and manual workers who live and work in Reading enjoying fun alternatives to smoking.

 Lead Councillor for Public Health, Rachel Eden, said:

"Seeing smoking rates fall below 10% for the first time is a tremendous achievement for Reading and a real win for our community's health. We know that smoking remains one of the biggest causes of preventable illness, so this progress means fewer people in Reading will suffer from smoking-related health conditions in the years to come.

 “If you're a smoker thinking about quitting, there's never been a better time to take that first step. Our stop smoking services are free, flexible and here to support you every step of the way. Whether you work shifts, have a busy schedule, or have tried to quit before, our team can help you find the right approach that works for you.”

Reading residents who would like to start their quit journey can access Reading Borough Council’s stop smoking service for free by visiting the Smoke Free Life Berkshire website:  https://www.smokefreelifeberkshire.com/

Media contact: Email: Alenka@bluelozenge.co.uk