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The annual Public Health England SmokeFree Health Harms campaign, now in its seventh year, focuses on the toxins present in cigarette smoke and their harmful effects on the body. A novel feature this year is emphasis on the relative safety of e-cigarettes compared with smoking. A video shows sticky yellow black sludge appearing after a few packets of cigarettes are smoked through a simulator. The same noxious material is being deposited in the lungs of smokers and the shock value of the “jar of tar” is a familiar tool.