Canadian smokers have seen warning labels on their cigarette packs for more than half a century, part of an ever-expanding government effort to convince them to quit. While these labels have metastasized in size and grotesqueness over the years, millions of Canadians still haven’t kicked the habit. Now Health Canada thinks one more warning – this time on every individual cigarette – will finally do the trick. Mustering ample scientific and international evidence, Ian Irvine argues there’s a better way to help smokers improve their health. But doing so will require a major reversal in how Ottawa regards smokers and the entire nicotine industry.