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On July 26, the World Health Organization released a report on global tobacco use which urges governments to step up efforts to help smokers quit. There is no question that the best choice is never to start using cigarettes or nicotine-containing products or if someone has, they should quit altogether. By encouraging governments to double down on efforts to help men and women who smoke quit, the WHO takes an admirable stance. But the reality is that even with the best treatments available today, many people will not succeed. In any given year, about nine out of 10 men and women who are already smoking will continue to do so; in turn, their risk of smoking-related disease will continue to increase.