This is a key opportunity for the UK Government to take action to improve the lives of millions of children. "Tobacco control interventions to encourage low income smokers to quit, would not only improve health but also alleviate poverty," says Tessa Langley. Future studies are needed to determine what families sacrifice to sustain their habit, whether they do without fresh fruit or food in general; heating bills or clothing. This would provide a better picture on the burden of smoking in poor households.