Stepping in

The U.K.’s largest vapor retailer will launch a support service to help smokers give up cigarettes, reports Yahoo Finance.

VPZ announced its initiative in the wake of government cuts to smoking-cessation programs.

According to Action on Smoking and Health and Cancer Research UK, funding to promote quit attempts has fallen by £41.3 million ($51 million), or around 30 percent, since 2014.

“Our customer engagement tells us that most smokers want to quit,” Doug Mutter, director at VPZ, was quoted as saying.

“Sadly, the huge cuts in public health spending is currently failing smokers throughout the country and they are being denied the vital help that can truly transform their health and wellbeing.”