One of the world's leading cigarette manufacturers is hiring traditional cigarettes for smoke-free products, as announced on Wednesday.
Philip Morris International, maker of Malboro, said it has a "dramatic" vision to one day replace its cigarettes with non-smoking products.
"We understand the millions of men and women who smoke cigarettes and are looking for less harmful but satisfying alternatives to smoking," the company said in a statement.
"We will give you this choice."
"Society expects us to act responsibly, and that's what we do by creating a smoke-free future."
A "smoke-free" future is something that the Scottish government has tried to pioneer.
In 2006, Scotland saw the first smoking ban in closed public spaces in Britain. In 2013, the government committed to eradicating smoking by 2034 by investing £ 10 million a year in stop-smoking facilities and laws.
In the 1960s, over half of us smoked regularly.
But in 2019, only one in five Scottish men - equivalent to 850,000 adults - will shine.
How did it turn out?
At the end of World War II, Britain had the world's highest incidence of lung cancer - and nobody knew why.
War occupations and road construction were widely accused until a study published in 1962 by the Royal College of Physicians, Smoking and Health, linked smoking and poor health.
Although there have been warnings that link smoking to lung cancer, the study marks the beginning of our changing relationship with smoking.
In 1962, more than 70% of men and 40% of women in Scotland smoked.
And everywhere they smoked - in trains and buses, at work, even in schools and hospitals.
However, shortly after the publication of the study, the British government banned cigarette advertising on television, and health warnings were issued on all cigarette packs sold in the UK.
This was followed by a series of public health campaigns and legislation that encouraged people to restrict themselves.
In 1985, for example, at stations that were partially or completely underground, smoking was banned.
In 1992, the first nicotine patch was on prescription, and in 2003 cigarette branding was banned as "light" in the UK.
In the same year, EU legislation introduced warnings about products, and in March 2006, Scotland was the first country in the UK to ban smoking in pubs.
All incremental changes - health warnings, laws, pictures of diseased lungs on parcels, the association with impotence - led to a real cultural shift.
By 2018, only 28% of men and 25% of women in Scotland smoked regularly.
Although more than half of Scottish smokers are finalizing their cigarettes, more people smoke more regularly in the country than in the rest of the United Kingdom.
About 42% of adults smoke in the most deprived communities in the country. The NHS estimates that people in these areas are less likely to know where to seek help, are more likely to face stress and mental health issues, and receive less encouragement and social support to stop.
Sheila Duffy, chief executive of anti-smoking charity ASH Scotland, said there are still "real obstacles" for people who want to quit.
"In some communities in Scotland, because of the high smoking rate, people are more likely to smoke and smoke more," she said.
"The progressive deactivation of cigarette branding and public smoking are part of the impression that smoking is normal when you grow up.
"People choose to smoke for a variety of reasons, worrying about their own health, caring for those they love, and the cost of smoking are some of the common reasons why people are trying to quit. when they wanted to give up and wonder why they did not do it sooner.
"We are learning from the experiences of smokers in communities where the smoking rate is high and where people are facing money worries and social and personal challenges, and we have heard important and encouraging stories from people who have quit smoking in the community Location were able to afford their electricity bill or cut their drug dose by half.
"Scotland's vision is that smoking is completely out of fashion, and we're working with communities to understand how to make the most of it."
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