In the context of concerns about the effects of secondhand smoke on fetal health and the health of children, North American health promotion interventions have focused on reducing tobacco consumption among women to a greater extent than men. This is problematic when the health effects of men's secondhand smoke in family environments are considered. This article examines this gendered phenomenon in terms of a history of cigarette consumption that positions smoking as masculine. Furthermore, it demonstrates the value of addressing men's smoking using a gendered methodology, with an emphasis on fatherhood as an expression of masculine identity. Garnering health promotion programs to promote a culture of masculinity that is less individualistic, and defined in terms of responsibility and care for others, in addition to the self, has the potential to render men's smoking problematic and challenge the historic linkages between smoking and masculinity.