CLOSING KEYNOTE: End goals and big questions

The trajectory and implementation of tobacco control measures have generally been smooth and noncontroversial. The public health community was primarily focused on how to substantially reduce and optimistically eliminate cigarette smoking. However, the introduction of a variety of non-combusted nicotine products has led to divisive opinions about their role and potential impact on public health. Unless some consensus is reached on the ultimate goals for tobacco control, we will continue to lack a cohesive map to guide our science and policies. This presentation will discuss the different endgame scenarios, the overarching questions arising from these scenarios, and the importance of crucial discussions within the public health community to dispel misperceptions and misunderstandings and to converge on the end goals.