Regulation of e-cigarettes and other smoke-free nicotine products became a major topic during the virtual Global Nicotine Forum 2020 (GFN 2020) this year as advocates seek a more promising solution for smokers to quit. Discussions started with how attacks on the THR (tobacco harm reduction) movement has been intensified with fake news, misleading studies and unethical media campaigns. All speakers agreed that action needed to be taken immediately before things worsen and that the technology needed to be regulated, not restricted or banned.