Vice’s questionable relationship with the world’s largest vendor of tobacco has entered its newest phase. The media conglomerate has inked an advertising deal worth 5 million British pounds with Philip Morris International to promote vaping in England, The Financial Times reported on Thursday. The information was confirmed by two anonymous sources and a Financial Times reporter was also approached on LinkedIn to work on a new channel created expressly for the campaign that will “cover the broad theme of ‘change,’” according to recruitment messages.

Across the world, tobacco corporations have embarked on a shift to such “reduced-risk” products, responding to falling rates of cigarette usage. PMI, the maker of Marlboro cigarettes, is the world’s largest tobacco company, and has announced that such “reduced-risk” products will comprise 40 percent of its revenues by 2025.

International media conglomerate Vice is a pioneer in native advertising, or advertisements that are created by the publication on which they run, and are often indistinguishable from editorial content. The media company, as well as Philip Morris, declined to comment when contacted by the Financial Times.

Tobacco vaping products may not be the only site of expansion for the Philip Morris brand. Philip Morris USA parent company

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