One of the world's biggest tobacco firms, Philip Morris, has been accused of "staggering hypocrisy" over its new ad campaign that urges smokers to quit.

The Marlboro maker said the move was "an important next step" in its aim to "ultimately stop selling cigarettes".

But Cancer Research UK said the firm was just trying to promote its smoking alternatives, such as heated tobacco. "The best way Philip Morris could help people to stop smoking is to stop making cigarettes," George Butterworth, Cancer Research UK's tobacco policy manager said.