Introduction:
The Netherlands has moved towards the forefront of tobacco control in Europe. Its best practices inspired other countries, but for how long? A recent political regime change threatens the Dutch tobacco control policy. The aim was to present the factors contributing to recent successes and to give an update on the changing political landscape and how this affects tobacco control.

Results:
Necessary tobacco control measures were implemented between 2020 and 2024, including higher tobacco taxes, plain packaging, a point-of-sale tobacco display ban, a smoking ban on school premises, and a ban on the sale of tobacco in supermarkets. Important success factors were adherence to Article 5.3 FCTC, which prevents the government from consulting the tobacco industry, and the emergence of a ‘Smoke-free Generation’ movement. The Dutch government strengthened tobacco control policy by drafting and implementing a National Prevention Agreement aimed at a tobacco control endgame goal of less than 5% smokers in 2040. An extremely conservative government has recently come to power in the Netherlands. We notice less attention to tobacco control while the tobacco industry seizes the opportunity, for example, by aggressively attacking tobacco taxation as a tobacco control instrument and promoting alternative nicotine products.

Conclusions:
The Dutch casus illustrates that tobacco control is a long-term effort, where continued vigilance is needed when political contexts shift.