Public Health England (PHE) has warned smokers that roll-ups are just as harmful as their manufactured counterparts.
The anti-smoking initiative comes as public health officials revealed that the number of male smokers using roll-ups has more than doubled since 1990, rising from 18 per cent to 40 per cent in 2013, and the number of women smoking mainly roll-ups has increased from two per cent to 23 per cent in the same period.
Created by Dare, the campaign shows the damage done to the brain, bones, muscles, teeth and eyes.
"Significant numbers of smokers are now using roll-ups without realising that gram for gram of tobacco they are just as unsafe as ordinary cigarettes," said Prof Dame Sally Davies. "The research we have got suggests that people thing it's safer to smoke a roll-up but they are wrong, it is not safe. No tobacco is safe and gram for gram it is as harmful as ordinary cigarettes."
Davies added that this is the third "hard-hitting" campaign from PHE. "Whilst many smokers know the damage cigarettes do to their hearts and lungs, they are much less likely to be aware of how harmful smoking is to the body - essentially 'rotting' it from the inside out, and roll-ups are no exception," she said.
Campaign activity, which has been timed to coincide with people making new year's resolutions in January, includes short films and billboard adverts which feature the tagline 'Every cigarette rots you from the inside out'.