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Graphic anti-smoking ad launched Graphic anti-smoking ad launched
(about 9 hours later)
A series of hard-hitting government adverts featuring people smoking cigarettes with a tumour bulging from them is being launched in England.A series of hard-hitting government adverts featuring people smoking cigarettes with a tumour bulging from them is being launched in England.
The ads will tell smokers that just 15 cigarettes can cause a mutation that leads to cancerous tumours in what marks a return to shock campaigning.The ads will tell smokers that just 15 cigarettes can cause a mutation that leads to cancerous tumours in what marks a return to shock campaigning.
It is eight years since government's "fatty cigarette" anti-smoking adverts appeared.It is eight years since government's "fatty cigarette" anti-smoking adverts appeared.
This £2.7m ad campaign will appear on TV, online and posters until February.This £2.7m ad campaign will appear on TV, online and posters until February.
Smokers will also be told about NHS quit kits that are available free from pharmacies.Smokers will also be told about NHS quit kits that are available free from pharmacies.
'Risk''Risk'
Chief medical officer Prof Dame Sally Davies said smokers were still underestimating the serious health risks from smoking.Chief medical officer Prof Dame Sally Davies said smokers were still underestimating the serious health risks from smoking.
"We want smokers to understand that each packet of cigarettes increases their risk of cancer.""We want smokers to understand that each packet of cigarettes increases their risk of cancer."
The adverts follow the Stoptober campaign, which saw more than 270,000 sign up in a mass attempt to quit two months ago.The adverts follow the Stoptober campaign, which saw more than 270,000 sign up in a mass attempt to quit two months ago.
The ad campaign has received the backing of Cancer Research UK.The ad campaign has received the backing of Cancer Research UK.
Its chief executive Dr Harpal Kumar said: "Hard-hitting campaigns such as this illustrate the damage caused by smoking and this can encourage people to quit or may even stop them from starting in the first place."Its chief executive Dr Harpal Kumar said: "Hard-hitting campaigns such as this illustrate the damage caused by smoking and this can encourage people to quit or may even stop them from starting in the first place."
What is your reaction to the campaign? Are hard-hitting campaigns more likely to encourage people to stop smoking? Send us your comments and experiences using the form below.