Background: Despite considerable advances in Australian tobacco control in recent years, significant gaps remain in the domestic regulation of tobacco manufacture, sales and marketing. This paper recommends a policy reform agenda for the next decade, encompassing a full program of reforms relating to tobacco industry regulation, as well as the strengthening of measures to protect the public against exposure to second-hand smoke.

Discussion: The proposals developed in this paper advocate changes to the way in which the tobacco industry is permitted to operate, and are underpinned by the need to reduce the industry's influence over consumers, and end the promotion of tobacco products by any means. “Promotion” is used here in the widest possible sense, to encompass claims of reduced harm or risk, use of the internet, relationships with retailers, financial support for the creation of smoking areas, pack advertising and branding, product displays, product placement and duty free sales, among other things. The proposals also address regulatory inadequacies in other areas, including information disclosure by tobacco companies, manufacturer licensing, and controls over tobacco product design and contents, health warnings, tobacco retail outlet density and smoking in public places.

Conclusion: If fully implemented, the reform agenda presented in this paper would eliminate many of the tobacco industry's key promotional tools, enhance the regulatory capacity of governments in relation to the industry, and strengthen existing measures to eradicate second-hand smoke. The supporting research evidence strongly suggests that reduced tobacco consumption, and altered societal perceptions towards tobacco use, would flow from the reforms discussed.