The purpose of this article is to gain insight in the South African tobacco industry, its influence on the community and the role of anti-tobacco campaigns. This is done by conducting an empirical investigation of the attitudes and behaviour of smokers and non-smokers regarding the national government campaigns against tobacco products. Consequently, it will contribute in determining the efficiency of the anti-tobacco campaigns as well as the effect of the Tobacco Products Control Amendment Act, 1999 (Act 12 of 1999) on smokers and non-smokers. It is postulated that by applying the principles of marketing (demarketing and remarketing) it could contribute significantly in influencing smoking behaviour amongst South Africans.