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Cigarette smoking remains the most important cause of preventable morbidity and premature mortality, with projected annual tobacco-attributable deaths worldwide estimated to reach nearly 6.5 million by 2015.1 The most effective treatment for tobacco dependence is combined behavioural and pharmacological therapy, which is widely available yet underemployed. Most attempts to quit smoking are still unaided, and surveys suggest that pharmacological treatment is often not used optimally.2 Even when used effectively, most attempts to quit smoking with pharmacological support still result in relapse …
Competing interests JTH received grants from Pfizer.