Responding to Ash's report 'You've got to be kidding', released, Dr Vivienne Nathanson, Head of BMA Science and Ethics, said:

Responding to Ash's report 'You've got to be kidding', released, Dr Vivienne Nathanson, Head of BMA Science and Ethics, said: "This report gives an insight into the cynical and highly targeted marketing techniques of the tobacco industry. Given around 5 million smokers worldwide die every year because of their addiction, companies like British American Tobacco wish to entice new customers all the time. One of the most effective ways of doing this is to attract children and young people to take up smoking. "The BMA has just released a report that demonstrates how lethal smoking is to children and young people and how it is essential that the 'tobacco trap' is broken. It is clear from Ash's report that the tobacco industry's prime aim is to ensure that this deadly trap is tightened and as doctors we are very worried about this."

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