AN operation to stop the growing menace of trade in counterfeit cigarettes in parts of Worcester, Kidderminster and Redditch has been launched.

Operation Sting-05 is the first joint operation of its kind in the UK and is designed to sting counterfeit traders who cause potential damage to health, fitness and tax revenues.

It is sponsored by tobacco control partners in Worcestershire with HM Customs and Excise Officers on the front line.

If the operation - the key messages of which are ''Sting a counterfeit trader'' and ''Quit smoking and live longer'' - is successful it may be rolled out across the West Midlands.

A spokesman for Worcestershire Tobacco Control Alliance said the operation indicates its intention to be one of the leading tobacco control alliances in the UK.

"We look forward to this joint operation with HM Customs and Excise," he said.

"Together we aim to rid Worcester, Kidderminster and Redditch of counterfeit cigarettes. "Any cheap cigarette is a counterfeit. The genuine product destroys hearts and lungs - the counterfeits just do it faster.

"There is a sting in the tail of this operation for those who rip people off in pubs and at car boot sales - expect a hard knock from Customs."

A regional spokesman for HM Customs and Excise said the damage being done by the sale of counterfeit cigarettes would not be tolerated.

"The trade undermines the economy of the country - and it accelerates the destruction of the health and fitness of those who smoke," he said.

"This rip-off trade is going on in pubs and at car boot sales.

"We want to know who is selling and where they can be found.

"The buyer is being conned by clever packaging. This business is a serious menace to the public."

To sting a counterfeit cigarette trader call Customs Confidential on 0800 59 5000. To quit smoking call the national support service on 0800 1690169.