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It aims to make people think about the real human cost of illegal tobacco, so they report where its being sold, generating intelligence for Trading Standards, police and HMRC

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Youths who are heavily exposed to onscreen smoking imagery are approximately two to three times more likely to begin smoking than are youths who are less exposed, according to the Centers for Disease Control and Preventions Morbidity and Mortality Weekly Report

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For smokers who resent the halfway through and its already gone sensation of modern engineered cigarettes, this is the meaningful difference

They stand in what was once the smoking area of a Tokyo restaurant wielding green plastic pipes that they hold like cigarettes