Health education should provide useful, factual information to enhance rational decision-making, that is, reasoned choice. One of the possible outcomes of such a decision is to ignore the health warning and to accept the risk. Health promotionists would see such an outcome as the failure of their efforts and would describe such a choice as ‘irrational’. The resulting frustration of health educationists leads to the advocacy of more ‘efficient’ methods, that is various forms of coercion by means of legislation, moral pressure and the use of sophisticated, manipulative techniques developed by the advertising industry.
The book used to be available for free download from the Skrabanek Foundation, which has disappeared from the Trinity College Dublin site (I call paternalist conspiracy, by the way). A large (51.6MB!) pdf is mirrored here. Another of his books, Follies and Fallacies in Medicine is here. [Update: get ’em here.]
Devil’s Kitchen makes essentially the same point more directly in the final paragraph of this post.