Pregnant women who smoke are more likely to quit the habit if they are paid, according to new research.
Figures suggest 5,000 fetuses and babies die every year as a result of mums smoking during pregnancy.
And it is claimed it can cost the NHS annually up to £64m for problems in mothers and up to £23.5m for infants.
But 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," the authors wrote.
"The findings can serve as the basis for future research to include other UK centres and other health care systems."
Researchers at the University of Glasgow and the University of Stirling used 612 pregnant smokers.
They were randomly assigned to one of two groups.
Half were assigned to a group offered up to £400 of financial incentives if they took part in sessions aimed at helping them quit ior actually gave up.
The other half were just 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%).
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