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In 1964, tobacco companies were banned from using celebrity testimonials for their products

More adverts followed, such as "Reg on train-spotting: "There's one." and "Reg on party politics: 'If you drop ash on the carpet you won't get invited again.'" [4] Imperial Tobacco claimed that Reg did not encourage children to smoke, as the character was viewed as "repulsive and far from cool"

As of 2024, China had 310 million smokers, accounting for 25 per cent of the global total, Annual deaths of lung cancer and other tobacco-caused illness are more than one million, with the health costs reaching 380 billion yuan, it said

It was the beginning of a journey