The maker of such cigarette brands as Marlboro, L&M, Parliament and Chesterfield took out full-page ads in several newspapers in the United Kingdom that said its new ambition in 2018 is to build a smoke-free future and eventually stop selling cigarettes.

The manifesto, as described on the company’s web site, is to help people quit smoking traditional cigarettes and to one day replace them all with smoke-free alternatives like e-cigarettes and heated tobacco products.

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