This paper shows how one major area of health education work (smoking cessation) involves powerful, but currently largely implicit, philosophies of action. The analysis draws on empirical data derived from a previous study of would-be non-smokers' private explanations for their success or failure. Will-power, or the lack of it, emerged as a central theme in this study—a theme equally prevalent in almost all ‘How to Stop Smoking’ books and related health education pamphlets. The nature of will-power has long been discussed (...) by philosophers. However, will-power remains largely undefined and unresearched in health education. The would-be non-smokers also claimed to feel that they were making inauthentic or non-genuine choices (a theme which has also been the subject of philosophical analysis). If health educators were to develop a deeper understanding of will-power and authenticity (and were to appreciate that these ideas are complex rather than simple) this might have a considerable effect on the design of practical health education initiatives. (shrink)