'The times are changing': New Zealand smokers' perceptions of the tobacco endgame.

The article focuses on the perception of New Zealand smokers on tobacco endgame as of November 2013. New Zealand has a goal of achieving a smoke-free society by year 2025. It notes that this goal reflects the country's endgame solutions to tobacco smoking. In response, tobacco companies created an endgame strategies as contrary to individual freedoms and choice. An interview which shows the strong support of the 2025 smoke-free goal is detailed.