Bringing together tobacco endgame evidence, theories, ideas, hope - and learning from policy setbacks

Despite funding and political challenges facing public health, there is inexorable movement towards the commercial tobacco endgame. While there is no universally agreed definition of the tobacco endgame, it is frequently defined as moving beyond business-as-usual approaches and changing the structural factors that support the tobacco epidemic to rapidly achieve minimal tobacco use prevalence of 5% or less.1 2 A growing body of potential new directions, real-world experiences and—perhaps most importantly—exploration of public attitudes towards different policy approaches provide crucial guidance for policy-makers and direction for the field. This issue brings together several groundbreaking papers with different perspectives on the commercial tobacco endgame.