Is it moral to smoke, drink, or eat unhealthy foods if one recognizes the costs of doing so?

Suppose a friend makes a deliberate decision to eat foods he know to be unhealthy (such as frequent sugary desserts). He knows that it might harm his health, but he says that the personal enjoyment and satisfaction outweigh the risk of shortened lifespan and possible future harmful health effects. In other words, he claims he is making a rational choice to maximize his overall happiness. If he's truly weighed all the relevant factors without evading the consequences and makes an informed choice to eat those desserts -- or engaging in similar unhealthy choices such as drinking or smoking to excess -- can that be moral?