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Critic: Philip Morris blowing smoke in Web ads

Cigarette giant says campaign aimed at helping people kick habit

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Philip Morris, which makes Marlboros, defends its ads as a resource to help smokers quit.

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WebMD Corporation
Health care policy
Tobacco

(CNN) -- An anti-smoking organization is accusing WebMD of betraying its patrons by couching an advertisement bankrolled by Philip Morris as an "information resource" for people who want to quit smoking.

"We think it is inexcusable for a Web site dedicated to providing credible advice to the American public to include an advertisement from a company that sells more cigarettes to more people than any other company in the United States," said Matthew Myers, president of the Campaign for Tobacco-Free Kids.

A Philip Morris spokeswoman conceded that it appeared "contradictory" but insisted that the company has wholesome intentions. A WebMD spokeswoman asked last week whether CNN was planning to run a story, but did not return another call for comment Tuesday.

WebMD's editorial policy states: "Our mission is to bring you objective, trustworthy and timely health information."

The ad features 15 people who describe their attempts to kick the habit. Only three of those profiled have gray hair, and none appears unhealthy.

"I live in a fifth-floor walkup," says a man identified in the ad only as Robert, who says he has been smoke-free for 16 months. "When I was smoking, I used to always have to stop somewhere in the middle just to breathe. Now I'm up and down, up and down."

Kyle, purportedly smoke-free for 30 months, adds, "One of the nice things I noticed after I quit, even though I felt agitated, was that I could devote myself to a project for hours without having to say, 'Well, two more minutes and I can go out for a cigarette.' I like that freedom."

A disclaimer in small print below the testimonials states that the names and photos are "not those of the quoted ex-smokers."

"The quotes from ex-smokers throughout this Web site are intended to offer insight as to why particular individuals chose to quit smoking and their experiences in doing so. Your own quitting experience may vary," the disclaimer states.

Myers said the ad is negligent because it focuses on young, healthy people.

"The one thing that is always absent from every Philip Morris ad that claims to either help people quit or encourage people not to start are pictures of individuals who are suffering from the diseases caused by their products," he said.

He further called the tobacco giant hypocritical for claiming it wants to help people quit while spending billions to try to persuade them to start smoking.

"The best thing it can do is stop promoting its products in such a way that encourages kids to start and discourages adults from quitting, and leave the smoking-cessation business to health professionals," Myers said, adding that there would be no need to spend money on anti-smoking campaigns "if Philip Morris didn't spend billions of dollars encouraging them to start."

Philip Morris is one of five tobacco companies that in 1998 paid a $246 billion settlement, part of which was to compensate Medicaid for smoking-related illnesses. The companies also agreed to spend $1.7 billion on advertising aimed at combating youth smoking

Jennifer Golisch, spokeswoman for Philip Morris USA, said Tuesday that Web MD will stop running the advertisement April 1.

WebMD's decision disappointed Philip Morris, Golisch said, because the resource guide was written and edited by a public health writer "in conjunction with a review board, all of whom have expertise" in how to quit smoking.

There have been more than 22,000 clicks on the ad, which sends people from the WebMD site to a "quit-assist" Web site run by Philip Morris.

"We do realize that, to some, it may seem contradictory," she said. "Smoking does cause serious diseases and is addictive."

However, Golisch added, "We really hope that the quit-assist resource will help smokers who have decided to quit be successful."

The campaign runs on other health-oriented Web sites as well as those run by news organizations, including CNN.com's health section.

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