India earns over Rs 73,000 crore annually from tobacco taxes, yet dedicated spending on tobacco control remains a fraction of that. On World No Tobacco Day, observed on May 31, governments worldwide renew their commitment to combating tobacco use. This year’s WHO theme, “Unmasking the Appeal — Countering Nicotine and Tobacco Addiction", highlights industry tactics that attract young users. In India, this occasion also offers an opportunity to reflect on the complex balance be