Tobacco control, harm reduction and the problem of pleasure

Purpose This article examines the relationship between tobacco control and tobacco harm reduction, illuminating the differences and similarities between them. Design/methodology/approach Drawing on published sources, the author conducts a critical analysis of the prevailing discourses on tobacco control and tobacco harm reduction. Findings Although tobacco control and tobacco harm reduction differ in their views on the resolutions to the tobacco “problem”, they manifest similar underlying assumptions about the nature of “the smoker” and are equally silent on the topic of pleasure. Originality/value This article emphasises the need for tobacco harm reduction to take pleasure seriously and highlights the limitations of approaches focused exclusively on risk and harm reduction.