The sight of glamorous Hollywood stars being paid to smoke on screen might seem as old-fashioned as trenchcoats, trilbies and black and white celluloid. In a new modern adaptation of Shakespeare’s Cymbeline, however, it returns with an equally modern twist: the actress Milla Jovovich puffs away on an electronic cigarette.
A Canadian company, SmokeStik, has also paid for its brand to be displayed during a scene at a convenience store, in a piece of product placement that was banned for traditional cigarettes almost two decades ago.
The deal was criticised by public health campaigners, who say it risks making smoking cool again. Supporters say the products, which contain no tobacco, are much safer than cigarettes and smokers should be strongly encouraged to switch.
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