Anti-smoking guru Allen Carr has died of lung cancer at the age of 72.
Mr Carr was diagnosed with inoperable lung cancer in the summer. He was a heavy smoker with a 100-a-day habit before giving up over 20 years ago and making a name for himself helping others do the same.
But friends say that the years he spent curing smokers in smoke-filled sessions at his clinics must have contributed to the illness.
Mr Carr once said: "Given that I am informed that I have cured at least 10 million smokers on a conservative estimation, even if that is the case, it's a price worth paying."
He also said: "Since I smoked my final cigarette, 23 years ago, I have been the happiest man in the world. I still feel the same way today."
A spokesman said when the diagnosis was made: "He is certain that had he not quit, he would have been dead 20 years ago."
Mr Carr died at his home near Malaga in Spain and his family were with him, a spokeswoman said.
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