He summarises: "As ground-breaking as these policies may be, they will not dramatically reduce smoking rates by 2025." So it doesn't sit there empty; he comes up with four alternatives. One, "more sustained and targeted mass and social media campaigns"; two, "ongoing campaigns to support people who want to switch"; three, "more community-led initiatives for Māori, Pasifika and low-income smokers to encourage vaping"; and, four, "track smoking trends to … [reverse] the unfairness of … [previous] tobacco control measures."