New approach to advertising: 'Please don't buy our product'

You would think that a tobacco manufacturer would find the UK government's Tobacco Control Plan, aimed at cutting smoking rates from 15.5% to 12% of the population by 2022, and at paving the way to a smoke-free generation, a bit of problem. Not so Philip Morris, owners of Marlboro and Benson and Hedges cigarettes among many other brands. They have announced a drive to achieve a "smoke-free future".

Philip Morris have written to Prime Minister Theresa May asking to be allowed to print information about quitting and switching on its cigarette packs, and taken out a newspaper ad promoting their ambition to 'stop selling cigarettes in the UK'.

Amongst the company's pledges, it says that it will expand the availability of new, alternative products in the UK. The BBC asked Philip Morris why they don't simply stop selling tobacco cigarettes, and their spokesman said that they are trying to go smoke free as fast as they can. In the meantime, UK Managing Director Peter Nixon has told the Prime Minister "We strongly support the government's clear ambition to create a smoke-free generation."

The Tobacco Control Plan "was a major step forward in recognising the vital role that e-cigarettes and other alternatives to cigarettes can play in achieving that goal", he added. As the owner of several e-cigarette brands, it may well feel that this is the best future strategy.