They do the little cheap things to keep the lobbyists quiet. If they actively wanted everyone to stop then they'd heavily subsidise the mass-market cessation aids, which appear to cost more than actually smoking, and wouldn't be keen to see electronic cigarettes disappear from store shelves. The claims that it's the pretty shade of blue on a Mayfair packet that inspires people to take up a destructive habit and removing it will change anything are laughable.
One thing i dont get is why the government spends so much money on helping people quit, making it harder to buy cigarettes, making them more expensive, hiding them in shops, forcing them to have plain branding. When they could just make them illegal? Just seems really disingenuous they make such a big deal about how bad it is, yet let it go on.