What if we were serious about making smoking obsolete?

Several countries have proposed ‘smokefree targets’, including New Zealand and Ireland, which set their goals for 2025. They are certain to fail.  England has recently made a commitment “to make smoked tobacco obsolete by 2030”. Someone now has to fill in the blanks: what should be done to bring this about? Imagine if everyone involved was paid by results and their livelihoods depended on meeting the goal. Imagine too that they had permission to take heretical measures? What would they do? Maybe a grand masterstroke like a cigarette prohibition or an aggressive reduced-nicotine rule?  Or maybe something smarter than that? This presentation takes a look at the playbook.

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