Abstract
Every year we reflect on the tragic loss of life caused by road accidents yet pay almost no attention to the equally tragic loss of life caused by the tobacco industry, whose products kill 13 New Zealanders every day. We critically review the narrative that smoking is a “choice”, a mantra perpetuated by the tobacco industry, that may help explain why people killed by tobacco products seem to merit so little attention. We consider how this narrative has arisen, explain why it is incorrect, and outline potential responses.