In this episode, we dive into the WHO Report on the Global Tobacco Epidemic 2025, marking 20 years since the launch of the WHO Framework Convention on Tobacco Control (FCTC). The report reveals how far the world has come—and how far we still have to go—in the fight against tobacco, which remains one of the leading causes of preventable death globally.

We explore:

• The rise and global spread of graphic health warnings and plain packaging

• Why mass media campaigns are powerful but underutilized tools

• How countries are resisting the tobacco industry's evolving tactics, including e-cigarettes and heated tobacco products

• What it will really take to achieve a tobacco-free generation

With insights from global public health leaders, this episode unpacks the wins, setbacks, and the urgency behind building a world where tobacco no longer threatens public health.