No one who has watched a loved relative die of a smoking-induced disease will have much sympathy for the tobacco industry. To see someone with emphysema fighting for every breath, or to watch the painful decline of someone with lung cancer – these are harsh lessons that change lives. Smoking doesn't just kill; it kills with pain, horror and indignity. Many people will thus understand and sympathise immediately with Andrew Forrest's new anti-smoking campaign, intended to cut youth smoking and make the industry pay for some of the damage it causes. But are they right? Is this the most effective way to reduce smoking, and the harm it causes, to the minimum possible?