From Evidence to Action: Building the Case for Commercial Tobacco Endgames

International momentum is building to move beyond business-as-usual commercial1 tobacco control activities and seriously consider measures that could end commercial tobacco use. Some countries and jurisdictions are actively planning endgames. Denmark and Malaysia have both proposed smoke-free generation policies.2,3 The UK Khan review has recommended a suite of measures also including smoke-free generation policies as well as implementing large tobacco tax increases. While in the United States, the Food and Drug Administration is proposing maximum limits for nicotine content in cigarettes.