When the medical world hosts a conference on quitting smoking, they don’t invite Phillip Morris, or British American Tobacco along to help “be part of the solution”.

For decades, the Grinch has had a terrible reputation as a Christmas-hating monster who railed against the festivities of the season and stole the townspeople’s presents, food and decorations in an attempt to stamp out the whole technicolour carnival.

Some of Australia’s best-known and most respected industry, business and community leaders have written an open letter to state and federal MPs calling for an end to the “net zero smokescreen” to “secure Australia’s prosperity”.