RT Journal Article SR Electronic T1 Tobacco endgame strategies: challenges in ethics and law JF Tobacco Control JO Tob Control FD BMJ Publishing Group Ltd SP i55 OP i57 DO 10.1136/tobaccocontrol-2012-050839 VO 22 IS suppl 1 A1 Bryan P Thomas A1 Lawrence O Gostin YR 2013 UL http://tobaccocontrol.bmj.com/content/22/suppl_1/i55.abstract AB There are complex legal and ethical tradeoffs involved in using intensified regulation to bring smoking prevalence to near-zero levels. The authors explore these tradeoffs through a lens of health justice, paying particular attention to the potential impact on vulnerable populations. The ethical tradeoffs explored include the charge that heavy regulation is paternalistic; the potentially regressive impact of heavily taxing a product consumed disproportionately by the poor; the simple loss of enjoyment to heavily addicted smokers; the health risks posed by, for example, regulating nicotine content in cigarettes—where doing so leads to increased consumption. Turning to legalistic concerns, the authors explore whether endgame strategies constitute a form of ‘regulatory taking’; whether endgame strategies can be squared with global trade/investment laws; whether free speech rights are infringed by aggressive restrictions on the advertisement and marketing of cigarettes.