As the new year approaches, quitting smoking will be a popular resolution, but as the weeks pass, smokers may cheat and opt for “healthier” alternatives like hand-rolled cigarettes. But contrary to popular belief in the UK, where a large population prefers rollies to store-bought cigs, roll-up cigarettes are just as harmful as the manufactured product.

Public Health England, an executive agency for the UK’s Department of Health, just launched its third Smokefree Health Harms ad campaign for the new year to warn smokers of the dangers of roll-ups and to clarify any misconceptions about a healthy alternative.

The video features a man in a playground with children while he smokes. As he opens his pouch of rolling tobacco, he instead scoops out lung tissue to slather onto his cigarette paper. Globs of it fall out, and although a shocking depiction of how smokers rot their insides, Chief Medical Officer for England Professor Dame Sally Davies says she hopes the video will encourage smokers to seek help in quitting and succeed in the new year.

Male smokers using hand-rolled cigs have more than doubled from 1990 to 2013, according to the video, and in women, roll-up cig use increased from two to 23 percent. Smokers, and especially youth, are mainly attracted to rollies because they’re a cheaper alternative, contain no added chemicals, and help reduce smoking frequency, given the work and supplies involved in rolling up. The reality, however, is roll-up cigs are not a healthier alternative.

“No tobacco is safe. Gram for gram, it is as harmful as ordinary cigarettes,” Davies says in the video, Independent reported.

In fact, the notion that rollies are healthier is wrong because they contain no filter, which leads to more tar inhalation, and no doubt, other toxins like nicotine, carbon monoxide, and TSNAs. People who smoke roll-up cigs are at an increased risk for esophageal, mouth, throat, and larynx, cancers compared to smokers of manufactured cigs.