Peak neocolonial capitalism: Ulaanbaatar, Mongolia is 1 of the most polluted cities, so a private UK company with the help of the Foreign Office has the solution... make money off it!
The rep says:
"[Masks are] the single most effective step [...] to protect yourself."

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The single best way to protect ourselves from pollution is NOT TO POLLUTE THE FUCKING AIR. In London: Yeah, we love the congestion charge. In Mongolia: Let's sell masks, bois! Fucking UK.
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[Source: Inside the Foreign Office S01E02]