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Tobacco control is working—slowly. The number of people smoking worldwide has declined and tobacco-attributable deaths are falling. This progress is evident in WHO's fourth report on international tobacco trends, released on Nov 16, which estimates 1·30 billion tobacco users globally in 2020, compared with 1·32 billion in 2015. 60 countries are now on track—versus 32 countries 2 years ago—to achieve the voluntary global target of a 30% reduction in tobacco use between 2010 and 2025. Such progress is welcome. But as tobacco elimination nears, progress will become more difficult and incremental gains will be harder won. Accelerated advocacy and action are required.