The article by Gilmore et al. makes the case for tobacco control strategies that may usefully complement the UK’s tobacco advertising ban and smoke-free legislation. They rightly argue that despite the UK being ranked as having the strongest tobacco control policies in Europe, 10 million of its people continue to smoke and more needs to be done. This review is timely not only for the UK, but also because interest in and commitment to introducing tobacco control policies have gathered pace globally. In South East Asia, Bhutan (2004), Thailand (2006) and India (2008) are some of the countries that have successfully enforced a smoking ban in public places. Bhutan is the first country in the world to impose a total ban on tobacco products—sale and use. China introduced a smoking ban in public buildings in Beijing from May 2008 as a run-up to the Olympic Games. Singapore has had smoke-free legislation since 1970, but has strengthened it recently. Hong Kong enacted the smoking ban law in 1982 but could enforce it only since 2007. Countries like Indonesia (2006), Kazakhstan (2003), Malaysia (2004), Bangladesh (2006), Pakistan (2003), Philippines (2002), Vietnam (2005), Brunei Darussalam (1988) have banned smoking in public places, but implementation is far from complete. India’s smoking ban was a remarkable achievement in terms of political will and national commitment, given that she ranks second after China in tobacco production. The Cigarettes and other Tobacco Products Act of 2003 included prohibition of smoking in public places, prohibition of advertisements and regulation of trade and commerce, production, supply and distribution. The difficulties of implementing such a wide ranging Act are illustrated by the fact that it has taken a further 5 years to enforce just one section of this law relating to smoking in public places. Gilmore et al. draw attention to the anomalies of current UK regulation, which paradoxically provides the public greater access to smoked tobacco than to smokeless tobacco or medicinal nicotine. They argue for harm reduction strategies that shift tobacco users from more to less dangerous forms as a useful step to helping users quit their habit. Harm reduction strategies are intellectually appealing in the Indian context too, because of the likely benefit in terms of exposure to second hand smoke. Nevertheless, such strategies are likely to generate little enthusiasm at present, because of the concern regarding oral cancer due to widespread use of chewed tobacco. This has a deep rooted cultural basis, with little evidence that it could be easily replaced by less harmful alternatives such as snus. The authors acknowledge the challenges of culture and context to the replicability of strategies even if their success is proved in other parts of the world. For harm reduction strategies to succeed, the ability of target populations to comprehend the relative risks of alternative approaches may be critical, but the authors make no comment on this. Although literacy has increased to 65%, India is home to the highest number of illiterate people in the world. The impact of this on the success of harm reduction strategies needs to be evaluated.