When Europe’s Beating Cancer Plan was first opened to public consultation in early February, the feedback was substantial, with a record 348 submissions from citizens, patients, healthcare workers and policymakers. While the submissions offered a rich variety of opinion, one overarching theme appeared to prevail in 20% of the submissions: if the plan is to work, it cannot afford to overlook cancer prevention, and, specifically, we must implement an effective harm reduction plan across sectors of high risk.