How big tobacco firms are using e-cigarettes to try to improve their image

Smoke and mirrors? Dmitrii Svetov/Shutterstock

The global tobacco industry is still big business, worth around £730 billion a year. This may seem strange for a product known to have caused more than 200 million deaths in the last 30 years.

But people continue to smoke. And newer products like e-cigarettes have allowed the industry to diversify its range – and expand its appeal.