Pregnant smokers more likely to quit if bribed with cash, research finds

Pregnant women who smoke are more likely to quit the habit if they are paid, according to new research conducted in Britain. Figures suggest 5,000 foetuses and babies die in the UK every year as a result of mothers smoking during pregnancy. And it’s claimed it can cost the health service up to US$97 million annually for problems in mothers and up to $35m for infants. A new study suggests financial incentives, in the form of shopping vouchers, can motivate pregnant women to quit the habit.

This study provides substantial evidence of a very promising and potentially cost-effective new intervention to add to present health service support.

Study authors

Researchers at the Universities of Glasgow and Stirling used 612 pregnant smokers in their study. The women were randomly assigned to one of two groups: half were offered up to £400 ($606) of financial incentives if they took part in sessions aimed at helping them quit or actually gave up. The other half were offered places on help groups and a face-to-face appointment with a smoking cessation adviser, four follow-up support calls and free nicotine replacement therapy for 10 weeks. Women who were offered shopping vouchers were significantly more likely to quit smoking (23%) than those in the control group (9%).

The findings can serve as the basis for future research to include other UK centres and other health care systems.

Study authors

Health pregnant smokers