Citing new research showing that antismoking ads produced by tobacco companies are counterproductive, the American Legacy Foundation is calling on cigarette firm Philip Morris USA to pull its ads off the air, AdWeek reported Nov. 2.

"The tobacco industry ads are a trick on young people," said Legacy CEO Cheryl Healton. "By creating these ads, the industry claims to be trying to help our nation's youth and acts as if these ads are truly aimed at discouraging smoking. However, this study, along with previous research, proves that this is simply not the case."

A group of state attorneys general is slated to meet and discuss whether the industry-produced ads violate a ban on marketing tobacco to youth.

However, Philip Morris is disputing the findings and says its ads, which urge parents to talk to their children about the dangers of smoking, are effective. Spokesperson Dave Sutton said that the ads focus on parents because studies have shown that they are the single most important influence on youth decisions about alcohol, tobacco, and other drug use. "We believe in collaborative dialogue with the public-health community to help identify any potential improvements to our youth smoking-prevention communications," said Sutton.

Philip Morris has been running its "Think. Don't Smoke" and "Talk. They'll Listen" antismoking ads since 1998.

The study will appear in the December 2006 issue of the American Journal of Public Health.