Cancer Research UK will attempt to convince people of the dishonesty of the tobacco industry in a new £7.5m anti-smoking ad campaign funded by the government.
The TV, radio and press campaign, which starts next week, will imply that big tobacco firms have tried to dupe smokers into thinking 'lite' or 'mild' cigarettes are safer.
The charity's new chief executive, Professor Alex Markham, said: "We are attacking the way that tobacco is marketed. The message that some cigarettes are lite or mild is meaningless, because there is no such thing as a light dose of lung cancer."
Prof Markham denied Cancer Research UK was acting as the Government's agent in attacking the tobacco industry. He said it was the charity's idea to run this strategy: "We are not its handmaiden. The Government recognises we have expertise in public education from which it can benefit."