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Philip Morris International launched an expensive advertising campaign in the United Kingdom to encourage customers to buy an electronic cigarette. Health organizations strongly criticized the campaign immediately.
The "Hold My Light" campaign encourages smokers to stop for a month. Research has shown that many smokers have exceeded the critical limit after this period and have successfully quit smoking altogether.
The PMI allocated 2 million pounds (2.3 million euros) to this product. The idea is that family and friends help people who quit smoking of all kinds to endure the period of a month
The Cancer Research UK Knowledge Center calls it "hypocritical" shocking "the fact that the biggest tobacco producer in the world says they want to get rid of smokers. help. If the institute is really trying to achieve this goal, the company will no longer be required to produce cigarettes, the institute says.
The organization Action on Smoking and Health believes that it is only to circumvent the strict British laws against the advertising of tobacco products.
In the United Kingdom, cigarettes must be sold in unmarked neutral packaging. In the Netherlands, Secretary of State Paul Blokhuis (Public Health) is also working to put such a policy in place.
Philip Morris is the origin of Marlboro. The multinational has been focusing for some time on substitute products and has stated in the past that it wanted to completely stop selling traditional cigarettes in the past.
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