Tobacco giant Philip Morris has said it could stop selling cigarettes in the UK in 10 years' time as it focuses on alternatives, such as heated tobacco.
The move would mean that the firm's flagship Marlboro brand would disappear from British shops.
The firm also indicated it would welcome a government ban on cigarettes.
Health charity Ash said it was hard to take such claims seriously from the firm responsible for selling over a tenth of cigarettes globally.
Philip Morris eventually expects the government to ban smoking altogether and said that "strong regulation" was needed to "help solve the problem of cigarette smoking once and for all".
The government has already pledged to end smoking in England by 2030 as part of a range of measures to tackle the causes of preventable ill health.
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