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Reflect on previous attempts to quit smoking or tobacco use and identify what worked well and what didnt

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Jorge Alday, director of Stopping Tobacco Organizations and Products (Stop) at Vital Strategies, said: The I AM campaign lays bare the duplicity in Philip Morris Internationals claims to want to end cigarette sales. Alday added: Lets face the obvious: if the company was serious about ending cigarette sales, it wouldnt be advertising cigarettes. Researchers at the University of Bath said the decline in PMIs cigarette sales had stalled since they announced an ambition to go smoke-free