US tobacco giant Philip Morris International (PMI) is fighting to get Britain, France and other countries to make it easier to promote alternatives to cigarettes, such as heated tobacco. "I want to end smoking. I am not interested in creating a parallel market to smoking and perpetuate smoking, because it is completely illogical" says PMI CEO, Jacek Olczak, in an interview with AFP. However, anti-smoking campaigner Deborah Arnott argues that the company's heated tobacco products are aimed at sustaining future profits, saying the alternatives on offer are "not risk free." IMAGES AND SOUNDBITES