Tobacco control policy, apart from the failed low tar programme, has failed to come to grips with the potential for regulating (down) some of the well identified toxicants in smoke. This leaves control of cigarette design and the resulting smoke content entirely to the tobacco industry, which is free to add flavourings and other substances to tobacco, and to adjust the tobacco blends used, without concern for or public disclosure of the effect of these changes on the toxicant yield of the product. Many advocates are fearful of entering this arena. This workshop will focus on what are feasible and sensible policy options as an alternative approach to accepting the current disastrous status quo.