Despite challenges in U.S. federal tobacco policy, the global fight against tobacco saw significant milestones in 2025, according to Chris Bostic, Policy Director at ASH.

The number of jurisdictions implementing endgame policies has grown, with 12 new areas in the U.S., bringing the total to 30. The Maldives became the first country, and the first lower- or middle-income jurisdiction, to adopt an endgame policy, expanding the global population under such measures to over 1.5 million people. Early data from cities like Beverly Hills and Manhattan Beach show promising results, contradicting industry predictions of failure.

In California, cities including Tiburon, Ross, and Marin County are advancing sales bans on tobacco products, while in Massachusetts, ten more towns passed Nicotine-Free Generation bills, nearly doubling the total to 21. Youth-led coalitions have played a key role in these efforts.

Globally, progress is also accelerating. At the 11th WHO FCTC Conference of the Parties, three landmark decisions signaled a shift from controlling to eliminating tobacco use. The European Union’s JA-SAFE initiative convened its first meeting in Athens, with 23 nations joining discussions on tobacco endgame strategies.

ASH held its first global endgame summit in Dublin and the second U.S. summit in Chicago, highlighting growing international interest. Endgame policies now feature prominently in tobacco control debates, a dramatic change from the isolated efforts of 2018.

Bostic emphasized that while the tobacco industry retains significant resources, it is now “outmatched” by the dedication of policymakers, civil society, and youth advocates driving the endgame movement worldwide.