The NHS is under strain
A study has revealed pregnant women who smoke are more likely to quit if they're offered shopping vouchers worth £400.
The report, published in the British Medical Journal, also suggested that as many as 5,000 miscarriages a year could be attributed to smoking during pregnancy.
Academics claimed financial incentives - including shopping vouchers - may be a "cost effective" way of reducing the strain on Britain's NHS, which spends around £64 million treating smoking-related problems in mothers.
The report reads: "Smoking in pregnancy remains a leading preventable cause of maternal and neonatal ill health and death in the United Kingdom and in most other developed countries."