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Display of Phillip Morris cigarettes

In this photo taken Monday, Feb. 7, 2011, a display of Phillip Morris products is shown in Hialeah, Fla.

Philip Morris International has made a dramatic New Year’s resolution: “We’re trying to give up cigarettes.”

The company, which makes Marlboro, L&M and Chesterfield brands among others, took out ads in newspapers in the United Kingdom that said its ambition for the new year is to build a smoke-free future and eventually stop selling cigarettes.

The ambition described on the company's website is to help people quit smoking traditional cigarettes and replace them with alternatives like e-cigarettes and heated tobacco products.

The company claims the alternatives are less harmful. 

The World Health Organization has refused to partner with The Foundation for a Smoke-Free World which is funded by Philip Morris International. "The tobacco industry and its front groups have misled the public about the risks associated with other tobacco products," the World Health Organizations said in a September 2017 statement.