Matthew C. Farrelly et al.

About the author: Matthew C. Farrelly is a researcher with Research Triangle Institute, an independent, nonprofit organization devoted to scientific research and technological development.

The American Legacy Foundation, a nonprofit antismoking organization, has created the "truth" campaign, which highlights alleged wrongdoings by the tobacco industry and works to counter tobacco marketing efforts. This campaign increases youths' antitobacco sentiments and reduces teen smoking. On the other hand, Philip Morris, a large tobacco company, produces the "Think. Don't Smoke." campaign, which takes focus away from the tobacco industry by simply offering youths directives not to smoke. These ads have a counterproductive effect on their teen audience. Youths exposed to the "Think. Don't Smoke." campaign ads actually report an increased openness to smoking. These results suggest that ads targeting the tobacco industry are more...