Researchers and regulators in the United States are beginning to talk about a tobacco free America. 25 years ago the idea of an entire country butting out was unimaginable, given the the-enormous power of the big tobacco companies. However, times have changed and public health leaders have begun throwing around phrases like ‘end game’ and ‘tobacco free generation’. Health officials are predicting the adult smoking rate will drop to ten per cent over the next ten years and to below 5 per cent by mid-century.