n the late 1990s, evidence from a number of different sources pointed to a disquieting trend: cigarette smoking among college students in the USA was on the rise. Wechsler et al sounded one of the first alarms, reporting that longitudinal data from 130 college campuses showed that the prevalence of self reported smoking in the past 30 days increased from 22.3% in 1993 to 28.5% in 1997, an increase of approximately 28%.1 A 1999 follow up survey (also conducted on a nationally representative sample of four year colleges) confirmed an increase in the prevalence of cigarette smoking among college students.