As we get closer to the UK’s stated ambition to be ‘smoke free’ by 2030 and subsequently the EU’s recently announced 2040 ‘Beating Cancer’ Plan, which includes the objective of a ‘tobacco free generation’, nicotine industry participants, governments and regulators need to reflect on the technology and policies that will help achieve these goals. GFN is also ahead of the World Health Organisation’s Framework Convention on Tobacco Control (FCTC) COP 9 meeting in November which will give direction on the WHO’s influential global tobacco control policy recommendations for coming years. The WHO’s stance towards THR is regarded by (...)