NHS statistics reveal Richmond has the second highest children smoking rates in the UK, despite the advertised health risks.

Children as young as 11 are choosing to light up, according to data released by NHS digital statistics on smoking in England 2017, which highlighted that 14.3 per cent of the borough's smokers were underage.

The results, which were analysed by electronic cigarette company - vapourlites.com, also showed that 18 per cent of secondary school pupils – aged 11 to 15 – admitted to having smoked at least one cigarette.

Charles Bloom, MD of Vapourlites, said: “Statistics like these prove there is a need for more preventative measures and support, in relation to young adults and smoking.

"Children should feel like they have an alternative outlet, to talk through how they feel and to gain relevant information; providing the tools for individuals to build their own path, away from the lure of addictions like cigarettes.

Richmond was second to Brighton and Hove, which had the highest rates of underage smokers – at 14.9 per cent, with Redbridge and Enfield having the lowest rates.

“We are yet to surpass smoking as an issue and so often it starts with young people – it would be foolish to overlook it,” added Mr Bloom.

In analysing the NHS data, the e-cigarette company, found that 85 per cent of secondary school pupils will smoke just to look ‘cool’ in front of their friends, while 72 per cent feel immense pressure to indulge in the habit.

The study also revealed that 40 per cent of current or previous regular smokers in Great Britain began smoking before the age of 16.

For more information on the data visit www.vapourlites.com/latest/british-children-fall-prey-to-the-lure-