In recent years, the Netherlands has moved towards the forefront of tobacco control in Europe. On the Tobacco Control Scale¹, the Netherlands moved up from the 14th position in 2019 to the 4th position in 2021. A National Prevention Agreement² was concluded in 2018, which has set the goal of less than 5% smokers in 2040 and included a set of tobacco control measures. Following the agreement, various tobacco control policies were implemented and new policies have been announced. Stronger regulation of emerging tobacco and nicotine products got much attention in these policies. For example, the smoking ban was extended to e-cigarettes in 2020, the advertising ban and other measures were extended to heated tobacco product devices in 2022 and a ban on nicotine pouches was introduced in the same year. From 2023, e-cigarette flavours other than tobacco are banned. In coming years, all (existing and future) nicotine containing products are brought under the scope of the tobacco control policies and e-cigarette sales will be limited to tobacconist shops. We assessed the factors contributing to these developments. Crucial building blocks have been the formation of an alliance between three health foundations and many other partner organisations, as well as the introduction of the ‘Smoke-free Generation’ movement. Working together to create a Smoke-free Generation, the alliance and its partners developed and carried out the collective opinion that protecting children against emerging products should prevail over harm reduction objectives. As a result, the Dutch government was able to strengthen regulations. The approach in the Netherlands can provide inspiration for countries that would also like to reinforce its policy regarding emerging products. The Dutch example shows that a unifying strategy and partnerships can lead to policy change.