Before discussing the future of tobacco harm reduction, this needs to be put in context by briefly reviewing the history of tobacco harm reduction. One could start the story in 1950 when Sir Richard Doll in the UK and Ernst Wynder in the US reported the close association between lung cancer and smoking. A couple of years later Wynder demonstrated that experimental animals grew tumors on the parts where tobacco tars were applied. The tobacco industry were very concerned by this and representatives of all the major US companies met in a NY hotel to plan how to respond. They produced the famous “Frank Statement” which appeared in full page ads in most of the major US newspapers. As we shall see, the industry did not remain true to their commitment to value people’s health as a paramount responsibility or to work closely with public health.