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Philip Morris has spent £3.5bn on new technology intended to be safer than smoking, including an electric device which heats rather than burns tobacco.
However, Public Health England does not recommend this as an alternative to smoking, saying not enough research has been done.
Tobacco killed 100 million people in the 20th century and for decades the industry denied there was a risk from smoking.
Critics suggest the move is not a genuine attempt to minimise risk, but a way of ensuring profits as people turn away from tobacco.
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