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As 2026 approaches, policymakers face a critical choice: continue repeating failed tobacco strategies or finally listen to science, consumers, and real-world evidence. In this discussion, Fiona Patten and Fernando Bueno examine why Australia’s tobacco tax revenue has collapsed, how harm reduction products like vaping are being wrongly regulated, and what countries like Sweden and New Zealand have done differently to dramatically cut smoking rates. The message is clear: less ideology, more evidence and a smarter, risk-based approach to public health.