It has now been half a century since the U.S. surgeon general issued the report linking cigarette smoking to lung cancer. Warning labels on cigarette packages followed, along with limitations on advertising and bans on smoking indoors and in public places. According to the Centers for Disease Control and Prevention, an estimated 43.8 million Americans, about 19 percent of adults, smoke. And smoking remains the leading cause of preventable death in the United States, accounting for more than 440,000 deaths each year. Smoking rightly remains a personal choice, but those trying to made sure consumers understand the risks still have their work cut out for them.