When the most effective cessation products are heavily taxed and the preferred flavors and strengths are limited, the number of smokers quitting will also be limited. Smoking cessation is extremely difficult in the best of circumstances. These flavored products have been shown to be more effective than any other products at helping people become smoke free. These actions by WHO benefit only Big Tobacco and Big Pharmaceutical companies and will force millions of people worldwide to return to smoking deadly combustible tobacco cigarettes.