Pro-smoking lobbying group Forest accused the charity of 'hectoring' and 'lecturing' smokers on No Smoking Day last year.
The charity is using this year's No Smoking Day, on 9 March, to promote itself as the 'voice of smokers'.
Instead of criticising smokers for their habit, this year there will be an emphasis on the health and lifestyle benefits of quitting.
No Smoking Day chief executive Ben Youdan said he intends to ensure the charity is seen as an organisation that is 'in touch' with what smokers want - 'and they want our help and support to quit'.
The charity will use research showing that a third of smokers attempt to give up on No Smoking Day to convey public support for the day.
The campaign strapline - 'Wake up to No Smoking Day' - will convey the benefits to smokers of their first smoke-free day.