The world's biggest tobacco company is encouraging smokers to give up cigarettes and switch to vaping in a multi-million pound campaign.

The £2 million campaign, called Hold My Light, is aimed at persuading the UK’s 7.4 million smokers to go “smoke free” with the help of family and friends.

Smokers are encouraged to give up the habit for a minimum of a month based on Public Health England research that found smokers who gave up for 28 days were five times more likely to stop smoking completely.

The initiative has been launched by Philip Morris Limited, makers of Marlboro, as part of a new strategy to switch smokers to their vaping products.

They cite Public Health England research, which suggests vaping is 95 per cent safer than smoking cigarettes.

Peter Nixon, managing director of Philip Morris Limited, said: “This campaign breaks new ground which is an important next step in our company going smoke-free and ultimately stop selling cigarettes.

“There are more options than ever before for smokers to give up cigarettes but often they don’t realise that alternatives, like ecigarettes and heated tobacco are a better choice than continuing to smoke. Our research has shown that smokers want personal support from friends and family if they are to give up cigarettes – and that is what Hold My Light is designed to offer.”