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Tobacco is directly responsible for about one in ten adult deaths worldwide, equating to about 6 million deaths each year (Shafey et al., 2009). It is a major risk factor for at least two of the leading causes of premature mortality ‐ circulatory
diseases and a range of cancers. In addition, it is an important contributory factor for respiratory diseases, while smoking among pregnant women can lead to low birth weight and illnesses among infants. It remains the largest avoidable risk to health in EU countries.