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Today we look at the future of tobacco, with an exclusive interview with the CEO of Philip Morris International, Andre Cantalazopoulos. The US-based tobacco giant has launched a new type of heat-not-burn smoking technology - much safer, the company claims, than the conventional cigarette, since it doesn't seem to involve the same volume of tar reaching a smokers' lungs. But will this product catch light among smokers? Mr Cantalazopoulos says early indications from Japan suggest it could have a much more enduring popularity among smokers trying to quit than e-cigarettes. But Cancer Research UK and other health campaigners are suspicious, and say the jury's also out on whether it might actually attract more young people to take up tobacco for the first time.

(Photo: Traditional cigarettes, Credit: Getty Images)