Six trends that are likely to influence the future content, format, delivery and reach of smoking cessation therapy in the United States are discussed: (1) changing characteristics of smokers (e.g. more likely to be poor, have psychiatric co-morbidity and be more nicotine dependent), (2) health care reform demands for cost-effectiveness, (3) development of guidelines/algorithms that recommend stepped-care approaches, (4) continued emphasis on smoking as a form of drug dependence requiring intensive pharmacological and behavior therapy for some smokers, (5) interest in harm-reduction strategies for smokers unable or unwilling to quit (and 6) smoking cessation therapies become reimbursable on par with other drug dependencies.