This document discusses the changing landscape of tobacco control and the role of e-cigarettes. It notes that traditional smoking cessation methods are becoming less effective and that the population is segmenting into different tobacco and nicotine product users. The document argues that e-cigarettes can play a key role in tobacco control by providing a less harmful alternative. It contends that embracing e-cigarettes could help reduce smoking rates and prevent smoking-related deaths and disease, while not normalizing smoking. The document suggests that local public health services should support e-cigarette use as part of a comprehensive tobacco control strategy.