The UK has passed a law banning the sale of tobacco products to anyone born after 2009, a move that could potentially eliminate smoking entirely. This approach is considered an ‘endgame’ strategy, but its effectiveness is unknown. The law is significant because it marks a shift in tobacco control policies, from reducing consumption to eliminating it. As a parent, it’s reassuring to see efforts to protect future generations from the harms of smoking. Why it matters: this law could set a precedent for other countries to follow, potentially saving millions of lives from the devastating effects of tobacco use.