The key components of a strategy to prevent tobacco-related disease ar
e outlined. These measures aim to increase the cessation of tobacco us
e and reduce its uptake. Components are wide-ranging, including a taxa
tion policy, a ban on advertising and promotion, a comprehensive healt
h promotion programme including advice from primary health care profes
sionals and the development of campaigning skills, particularly by the
medical profession. The prevention of tobacco-related disease has mov
ed into the domain of campaigners and lobbyists at political, economic
and international levels. The key target is countering the activities
, especially the unethical trade practices, of the wealthy and powerfu
l tobacco industry.