Our single stated aim when it came to curing the world of smoking was to effectively put ourselves out of business - by curing all the smokers in the world. To really achieve our aim we do need governments to engage with us. With one eye on their treasury coffers one wonders whether there's a government out there genuinely interested in eradicating addiction.
One in 10 parents in Britain believe that drinking cola counts towards their five recommended portions of fruit and veg. Not only that, one in 10 of those surveyed also believed that chips contributed to the five-a-day health campaign, while one in five thought that fruit-flavoured sweets counted towards this target.