Firstly, because overall smoking figures are showing positive trends in the US and in other industrialized countries. Secondly, because the terms of the fight against tobacco has changed dramatically. The battle has been underway for over 50 years. The first big change occurred thirty six years ago, when Luther Terry introduced his landmark Surgeon General report. The damaging health effects of tobacco were clearly stated.
Tobacco gives rise to cancer.
This became the foundation for policies to curb the tobacco epidemic in a number of countries around the world. The second big change took place in the last three years. Through a number of court verdicts and inquiries, another fundamental principle has emerged. Tobacco companies should be accountable for the harm caused by tobacco use. This principle will guide policy and public opinion in the future.