I think it's true to an extent.
My experience is with the vile drug nicotine. I've smoked on and off since the age of 15 probably. I was never really a regular smoker, and I'd often go weeks or months without a cigarette.
However, around 3 years ago, I started working in an environment that was very high-pressure, where almost everyone smoked. Coupled with the fact that my girlfriend used to smoke at home, I started catching on to the habit.
I then found out my girlfriend was pregnant, which was great - but also induced a lot of stress and panic, and I suddenly realised my smoking habit had become pretty regular - I had become a 15 -a-day smoker!
When our daughter arrived, I was adamant that I'd kick the habit. I didn't really smoke indoors anyway, but I also didn't like the idea of a young baby inhaling smoke off my clothes or skin.
So I pretty much put the brakes on, and stopped completely. This lasted for several months - and it's only fairly recently that I've succumbed to the temptation of buying a pack now and then.
However, throughout all the time that I wasn't smoking, I'd probably say the idea of it, or the desire for a smoke, never completely left me.
Whilst I managed to go for long periods without even thinking about cigarettes, it was the times where smoking was flaunted in front of me that I found the hardest to deal with.
For example, going out for a drink (which lowers your inhibitions anyway) and then seeing friends smoke in front of me - that was difficult to deal with.
However, I can 100% say my small relapse was single-handedly triggered by two TV shows: Mad Men and Boardwalk Empire.
They're two of my favorite TV shows, both set in eras where smoking wasn't just common - it was almost compulsory!
Watching Don Draper or Nucky Thompson puffing away in every scene was just too much for me, and that's kind of why I feel the whole addiction thing is something that never really goes away, but just lingers beneath the surface.
I think it takes a lot of will power and control to manage that desire for the next "fix", and people that don't have that kind of self-control will invariably struggle.
With more addictive substances, the battle is even harder. So, whilst I believe people can manage and surpress their desire by not exposing themselves to situations (or TV shows) that will entice them to relapse, I think the challenge shouldn't be underestimated!