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Some lessons from the smoking campaign: The clarity of message and messenger matters: for most of the 40-year campaign, messaging came either from radicalised doctors or in the UK at least from ASH (Action on Smoking and Health), the highly effective heart of the anti-smoking campaign

That there is no reference to e cigarettes is a lost opportunity if smokers are not being made aware of e cigarettes as an safer alternative to smoking, how are they to make an informed choice

Research estimated that the fertility of smoking women was 28% lower than of non-smokers

When Congress passed a law in 2009 effectively banning mail-order deliveries of cigarettes, it was expected to snuff out entrepreneurs on New Yorks Indian reservations who were selling millions of cartons, tax-free, to consumers in high-tax states

The future points towards a more strategic and less improvised industry, continually adapting to new rules and consumer preferences