While everyone is thinking about the COVID-19 pandemic, writer, filmmaker John Safran is checking up on the world’s largest cigarette company, Philip Morris. 

In September 2018, on the same day as World No-Tobacco Day, Philip Morris announced it wants to “unsmoke” the world.

In his latest book, Puff Piece – How Philip Morris Set Vaping Alight (and burned down the English language), John Safran investigates how the tobacco company bend and shape-shift language to convince the world they’re helping people give up smoking through genius marketing.

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