June 25, 2025 – Just before the World Conference on Tobacco Control began in Dublin, Ireland, ASH hosted the 2025 Global Tobacco Endgame Summit. With approximately 150 attendees, including representatives from governments, intergovernmental agencies, academia and advocacy groups, and over 25 speakers, the Global Summit was intended to inform the tobacco control community about endgame progress around the world and advance the practical expansion of the tobacco endgame around the world.

Weaved throughout the day were conversations about the necessity to educate, inform, utilize and partner with people, organizations, and mechanisms outside of tobacco control. Human rights bodies, environmental groups, finance ministries, and many other potential allies were discussed.

There was also much discussion about how to appropriately tailor endgame measures for each country or region. What works in one may not work in all. Attendees discussed the possibility of some jurisdictions “leapfrogging” some tobacco control measures, in order to achieve tobacco endgame on a shorter timeline.

Participants frequently flagged the need for an expert organizing body, a coordination platform, and a centralized hub for toolkits, templates, legal decisions, and other shared resources. Financing for this type of resource was highlighted as an urgent need.

One of the most overwhelming features of the day was the lack of skepticism.

Tobacco control advocates are no longer questioning whether endgame is possible; now, instead, we are discussing how to make it happen. At ASH, we are excited to carry this momentum forward with the launch of our Project Sunset endgame resource hub and online endgame training course. We thank everyone who participated, and we look forward to working with the public health community to make tobacco elimination a reality.

For more information about Tobacco Endgame, please visit our newly launched website: https://projectsunset.ash.org and sign up for ASH’s Endgame Policy and Advocacy Training Course.