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Increasing tobacco taxes, which are passed along to consumers in the form of higher tobacco product prices, is one of the most effective ways to prevent and reduce tobacco use. Higher tobacco product prices encourage tobacco users to quit and sustain cessation; they also help prevent youth initiation and reduce consumption among those who continue to use tobacco. Moreover, the revenue generated through tobacco tax increases can provide much-needed funding for comprehensive tobacco control programs. In addition to supporting the imposition of higher tobacco taxes, tobacco control advocates should also promote tobacco tax equity, to ensure that other tobacco products are taxed at rates similar to those imposed on cigarettes.