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Bridget M. Kuehn

JAMA. 2007;298(24):2858.

	Since this article does not have an abstract, we have provided the first 120 words of the full text and any section headings.

Lowering the percentage of US adults who smoke (21% as of 2005) will require a more aggressive public health campaign, according to a new Institute of Medicine publication.

The publication, Ending the Tobacco Problem, lays out a 2-pronged plan for reducing smoking rates (http://www.iom.edu/CMS/3793/20076/43179.aspx). Strengthening traditional tobacco-control measures such as increased state and federal excise taxes on cigarettes and indoor smoking bans is the first prong. The second prong calls for the implementation of less conventional approaches, including

• Giving the FDA the authority to regulate tobacco products
  
• Gradually reducing the allowable nicotine content of cigarettes
  
• Limiting tobacco advertising to text-only, black-and-white formats
  
• Requiring large pictorial warnings on cigarette packaging of smoking's effects on health.