[Crucial role for healthcare providers in the PURE smoke-free campaign].

Smoking is still one of the leading causes of death in the Netherlands and worldwide. The current pandemic has made the importance of smoking cessation even more visible. With the smoking cessation campaign PURE smoke-free (in Dutch: PUUR rookvrij), the Dutch government aims to encourage smokers to quit smoking. Physicians and other healthcare providers play an indispensable role in stimulating smokers to quit. In practice, potential opportunities to discuss smoking are often missed by healthcare providers; the PURE smoke-free campaign can help with this.