Tobacco giant bets £1bn on influencers to boost 'more lung-friendly' sales

As smoking falls out of fashion, BAT is pinning its hopes on younger users of e-cigarettes and nicotine pouches

Flashing an ice-white smile for her 50,000 followers on TikTok, a fresh-faced young woman pops a flavoured nicotine pouch into her mouth, as one of Pakistan's most popular love songs plays in the background.

More than 3,000 miles away, in Sweden, another social media starlet lip-syncs for the camera, to a different pop tune. The same little pouches, made by British American Tobacco, appear in shot.