One billion people worldwide still smoke despite the known health risks and, according to public health data, almost eight million deaths per year are attributed to smoking-related diseases.1

Quitting all forms of tobacco and nicotine consumption is the best choice.

But, despite decades of discouraging people from starting to smoke and encouraging those that do to stop, public health estimates suggest the number of smokers worldwide will be roughly the same in 2025.

A new regulatory approach that complements traditional tobacco control measures is urgently needed.

So the question is: How could we end smoking faster?