The year 2014 marked the 10th year anniversary of the introduction of the smoking ban in Ireland. Despite the objections to the smoking ban, controversy in the media and uncertainties among the public that characterized the aftermath of its announcement, the smoking ban came into effect on 29 March 2004 with little or no need of coercive enforcement mechanisms. The ban was mainly self-enforced by the public and compliance was from the beginning remarkably high. This article is concerned with exploring what forms of conduct were assumed and promoted to seek a successful exercise in 'the conduct of conduct' (Foucault, 1982). Findings from research are presented that demonstrate how policy help produce and reproduce individuals' identification as 'responsible' and 'irresponsible' citizens. The article also contributes to debates on how neo-liberal forms of government encourage self-regulation in the context of contemporary public health interventions.