The WHO European Region is projected to miss its targets for tobacco-use reduction by 2025. Considering people with mental health conditions consume 44% of all cigarettes in western countries, addressing the needs of this group of people reveals unrealized potential in tobacco control and would contribute significantly to the movement towards a tobacco-free world. In September 2018, the third high-level meeting of the United Nations General Assembly on the prevention and control of non-communicable diseases (NCDs) committed to the so-called 5X5 NCD agenda, which specifies five conditions and five risk factors common to all NCDs.