This feature discusses the recent US$497 M licensing deal between Cytos Biotechnology and Novartis for CYT002-NicQb, a therapeutic vaccine in Phase II clinical development for the treatment of nicotine addiction. Growing health awareness, combined with restrictions on smoking in an increasing number of countries worldwide, has boosted the market potential for anti-smoking products. CYT002-NicQb is competing with two other nicotine vaccines to be the first to be launched. This article puts the deal into the context of the current smoking cessation market and explores the strategy and rationale behind it.