Ignatius Loyola, who founded the Jesuits, said:

“Give me the boy at seven and I will give you the man.”

I think that the strapline for the tobacco advertising industry is, “Give me the child smoker at 12 and I will give you the early grave.”

The advertising industry is finely honed. It uses psychology, science, art, craft and design to get a message across. It is not just happenstance or chance; the packages that cigarettes come in are dedicated to capturing hearts and minds. I am holding one—this is what we are talking about here today. This is a “super-slim” cigarette. What 12-year-old girl would not like to be super slim? It is a fine, elegant-looking bullet—or cancer stick. See this other one I am holding up. Guess who it is aimed at—14-year-olds. These packages will be responsible for hundreds of thousands, if not millions, of deaths of UK citizens over the next few decades. It is the most pernicious form of advertising in the country.