The two experts said despite the FCTC implementation, only 30 per cent of countries are on track to achieve the WHO adult tobacco use target of a 30 per cent reduction in prevalence by 2030, while most countries are not on track to achieve the Sustainable Development Goal 3.4 for non-communicable diseases. Its achievement will require a much more ambitious tobacco target, they said. Prof Robert Beaglehole and Prof Ruth Bonita, who both worked with the WHO, said the missing strategy in WHO and Framework Convention on Tobacco Control (FCTC) policies is harm reduction, as the number of tobacco users has barely changed since the global treaty was implemented 17 years ago.