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The obvious reason to stop smoking is for health reasons

The consequences for those who like their anti-heroes to live out their public image make concerns over Russell Brand's recent conversion from Shakespearian shagging machine to loved-up lap dog seem laughable

Smoking is the leading cause of lung cancer, responsible for over 85% of cases globally

Dr Nicola Lindson-Hawley, from Oxford University who lead the study said: "The difference in quit attempts seemed to arise because people struggled to cut down

No one has made a cigarette that is significantly decreased in all of these [chemicals] and is still something people would want to smoke, even though the industry has worked on this for around 50 years, says Hecht

WHO Fact sheet: 2