Big Tobacco’s Phillip Morris International, the maker of Marlboro Cigarettes, has made a New Year’s resolution to end the sale of cigarettes….someday. The company published the resolution to “give up cigarettes” via full page ads in several UK newspapers.

Of course, the company could immediately stop its sales of cigarettes today, if it chose to. But the company used the platform to promote its electronic cigarette and heated tobacco alternatives, which it called “better options for the millions of men and women … who would not otherwise quit smoking.”

E-cigarettes have not yet been proven to be a safe alternative to smoking, however, and research has shown that youth e-cig users are more likely to start smoking traditional cigarettes, as well.