The smoking industry has long maintained its controversial stronghold in American society by its effective use of public relations. Residing on the comfortable side of a love-hate relationship with smokers and the government alike, cigarette companies have somehow managed to get away with perpetuating the contradictory message that they care about our health — yet still want us to buy cigarettes. How else could that smirking camel look us in the eye?

The latest portrayal of this hypocrisy has come across in a multiple-month magazine ad campaign from Philip Morris USA, asking Hollywood: “Please Don’t Give Cigarette Brands a Part in Your Movie.” Apparently, the company, which admittedly has a long history of denying requests to show its brands in film, is responding to studies that show smoking in movies can prompt children to start the habit. If Philip Morris is so concerned with making sure its cigarettes aren’t glamorously portrayed before a vulnerable audience, why is it using widely-circulated pages of glossy ad space to do so?

According to a recent Associated Press article, Philip Morris chose to begin the campaign after meeting with representatives from the entertainment industry. So if Philip Morris already has a forum to implore the industry, then why do they have to make sure the whole country knows that they are doing it?

The article also mentioned that Hollywood has turned a cold shoulder to such requests in the past. Perhaps the company feels that by drawing so much attention to this issue, the film industry will take its requests more seriously. However, we still can’t help but wonder how a campaign urging an industry to not use cigarettes won’t result in increased attention of all ages — and therefore increased sales.