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A smoke-free future is within reach in less than one generation in some countries, provided there is the right support from civil society and governments, incoming Philip Morris International Inc (PMI) CEO Jacek Olczak says.

For over a decade, US-based PMI, the world’s largest tobacco company, has been leading a transformation in the industry to move adult smokers away from cigarettes and other combustible tobacco products and switch to smoke-free, heated alternatives.