Marlboro cigarette maker Philip Morris International drew accusations of hypocrisy after using a four-page newspaper advertisement to urge smokers to quit cigarettes, Reuters reported.
The newspaper, which covers Monday's Daily Mirror, is part of Philip Morris's 2 million pound ($ 2.61 million) Hold My Light campaign. In it, the international tobacco company is pushing a 30-day challenge for people to give up smoking.
The campaign also features a video and a website where smokers can sign up for the challenge and gain information to help them kick the habit.
Philip Morris has repeatedly stated a longer-term vision to replace cigarette sales with products such as its IQOS tobacco-heating device, which it says is less dangerous.
This is a staggering hypocrisy from a tobacco company to promote its own smoking-cessation products in the UK while continuing to promote tobacco cigarettes across the world, "Cancer Research UK said.
"The best way Philip Morris could help people stop smoking is stopping making cigarettes."