John Safran on Puff Piece

Duration: 60 minutes

Deploying his trademark gonzo verve, John Safran investigates the curious pivot of Big Cigarette to so-called healthy alternatives. With smoking on its last legs, tobacco giant Philip Morris has spun itself as an anti-smoking business, marketing a new doohickie called the IQOS as the salvation of nicotine addicts. But is this just the callow ingeniousness of the profit-seeking mechanism at work, or are vapes really the future? In conversation with Paul Barclay, Safran uncovers the mendacious tobacco industry, dropping revelations that will leave you gasping.