What is the most effective way to reduce smoking-related deaths?

There is an urgent need to scale up tobacco harm reduction. The first aim of tobacco control should be to offer current smokers ways to quit smoking that are accessible, affordable, appropriate and acceptable to them. The current predicted toll of smoking-related deaths can only be avoided if current smokers are helped to stop smoking - by quitting or switching to safer nicotine products. 

The international treaty that sets out how countries should enforce tobacco control is the WHO Framework Convention on Tobacco Control. Although it states that harm reduction is one of three tobacco control strategies alongside demand and supply reduction, the WHO is actively undermining harm reduction using safer nicotine products at the moment. This must change.