ASH is a pretty stock example in my classroom – they are good examples of success, of working within the system, of being trusted by government and providers of specialist information. However, one of the key factors determining PG success is the opposition they face – this may be public opinion, the government or, indeed, business.

In this example, advertising e-cigarettes by showing the actual product is now legal. This has pitted companies like Kik, against pressure groups like ASH. A useful article that also demonstrates how pressure groups can evolve as new issues emerge.