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A British tobacco advertising ban should be relaxed so that firms can highlight the health benefits of new alternatives to cigarettes, the head of major player Philip Morris International (PMI) has said.

Andrè Calantzopoulos said that products such as heated tobacco are much less risky for traditional smokers but it is hard to persuade them to switch due to rules which heavily restrict marketing.

Cigarettes must be hidden from view at shops in Britain and sold in plain packets, while tobacco advertising in all forms of media is illegal.