future. Particularly worrisome are the trends among young men and women. For example, in Indonesia, a country that has not yet ratified the FCTC,31 more than half of men aged 20–24 years are daily smokers. Understanding what works—and what does not—for tobacco control across contexts and within subpopulations (ie, men and women, younger and older individuals, various socioeconomic groups) is of growing priority. To significantly and permanently change the toll of tobacco, a renewed and sustained focus is needed on comprehensive tobacco control policies around the world.