Tobacco accounts for about one in 10 deaths globally, or 6 million deaths per year, according to WHO, and as many as half of current users will die from the effects of tobacco consumption.

As the proportion of non-smokers in the world grows, tobacco interests have taken to the courts to combat government efforts to reduce smoking. Is it realistic to envision a day when tobacco use is no longer a leading cause of illness and death?

In a Guest Editorial marking WHO's annual World No Tobacco Day on 31 May 2015, Tom Novotny assesses the tobacco control landscape and considers how a tobacco endgame could become a reality.

Image Credit: Ken Hawkins, Flickr