In a quest to stamp out tobacco use, Southeast Asia is leading the world — it has massively reduced its tobacco consumption since 2010. It previously had the highest tobacco use per capita, but has dropped to second place on a World Health Organization (WHO) league table. Europe now holds the top spot. Why is this important? Southeast Asia accounts for about a quarter of the world's population. At the turn of the century, more than 50% of the population (1 in 2 people) in the region, aged 15