Golden chocolate olive tobacco packaging meets the smoker you thought you knew: The rational agent and new cigarette packaging legislation in Australia

Claims made about the effectiveness of new Australian plain cigarette packaging legislation reveal key assumptions about the smoker: her/his rationality can be reached by increasingly hardhitting and/or targeted intervention. Abandoning the restrictive frame of the rational smoker returns to an anthropology concerned with understanding how, rather than why, smoking figures in the lives of those who smoke.