The end of what?

“If you don’t know where you are going, any road will get you there” (Lewis Carroll). This strategy advice given by Alice to the Cheshire Cat should be inscribed on every tobacco law, policy document, and activist pamphlet. The emergence of the ‘endgame’ strategies begs the question, the end of what? And what does that look like? Is it the end of smoking and smoking-related disease? Or is it the end of nicotine? Or is the former just a milestone in the pursuit of the latter? How do youth vaping and banning flavours fit into an endgame logic? We’ll take a hard look at the endgame, where it all might end up, and what could possibly go wrong (and right).