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The tobacco giant Philip Morris has taken advantage of the UK’s ban on menthol cigarettes to promote its new tobacco product, despite heavy restrictions on advertising tobacco.

In the run up to the ban the company hired sales reps to promote its menthol heated tobacco products directly to newsagents, one of the only legal ways it can advertise in the UK, where almost all tobacco advertising is banned. It also offered promotional menthol kits and trials for new customers, with half-price tobacco sticks in any of its four menthol flavours.