Inspired by Australia’s example, the Netherlands is considering plans to push up the price of a pack of cigarettes to €47 (A$69) by 2040 to reduce smoking rates. About 20% of Dutch people smoke, and the government aims to reduce that number to 5% by 2040. A pack of darts currently costs €8 (A$12), and under the plan – which is based on research showing smokers will only give up if there are substantial price increases – the price will rise incrementally until 2040. In Oz, smoking rates have been falling since the federal government implemented an annual tobacco excise rise of 12.5% between 2016 and 2020 – although vaping is on the rise. Similar to recent laws introduced by New Zealand, which are now being considered by Oz, the Netherlands wants to create a ‘smoke-free generation’ by making it inaccessible to young people. More than 7 million people globally die due to their smoking habit each year.