Tobacco giant accused of 'hypocrisy' over quit smoking campaign

Part of Philip Morris's campaign is a Mission Impossible-style video - watch it here

Tobacco giant Philip Morris is under fire from health campaigners over its anti-smoking campaign, which urges people to quit the habit.

The global cigarette company has taken out a four-page newspaper advertisement in the UK; wrapped around the Daily Mirror that encourage smokers to give up as part of its 'Hold My Light' campaign.

The move has been dismissed as a PR stunt and a display of “staggering hypocrisy” by anti-smoking tobacco groups.

"This is 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’s tobacco policy manager George Butterworth said in a widely reported statement.

"The best way Philip Morris could help people to stop smoking is to stop making cigarettes."

The 'Hold My Light' campaign features a