As millions of smokers around the world transition to reduced risk products (RRPs), there is a common refrain often heard from the public health community and media: “We just don’t have enough evidence.” What they are referring to are the long-term epidemiological studies which have been the cornerstone of the public health for decades. While it is true that most RRPs have gained popularity only in the last decade, that does not mean we do not have evidence of their potential. There is a robust body of literature demonstrating that when smokers move to RRPs their exposure to HPHCs drops significantly. Furthermore, every year we build the body of evidence that these reduced exposures translate into changes in biomarkers of biological effect, compelling evidence that RRPs could yield great benefits to public health. On the behavioral front, researchers have debated the merits of clinical trials examining whether or not electronic cigarettes can help people quit, however when we look at the real-world evidence, we see that millions have already switched. We mainly know the effects of the long-term use of just one type of product, cigarettes, and they are devasting. Stakeholders must not only determine how much evidence around RRPs is enough to develop smart regulations and communication strategies for consumers– but a path to get it done.