If a government wants to discourage people from buying a product, it can mount a campaign explaining why we should go without, or it can take steps to make it harder to find the stuff, or it can tax it. Over decades, all three methods have been employed against smoking. It’s not illegal, but we are urged to go without for our health, promotion or display of cigarettes is banned, and it is so highly taxed that it pays for lots of other things deemed more valuable. Over the years, tobacco consumption has fallen dramatically as a result.