The R.J. Reynolds Tobacco Co. announced this week that it would not advertise its cigarette brands in newspapers and consumer magazines next year, the Associated Press reported on Nov. 28.

R.J. Reynolds has received intense criticism for its colorful and feminine Camel No. 9 ads that have appeared in fashion magazines and were cynically viewed as geared toward young women. The company also received criticism for a recent insert ad in Rolling Stone that accompanied editorial content presented in a cartoon-like format, recalling the banned "Joe Camel" cartoons.

R.J. Reynolds spokeswoman Jan Smith said the company's decision is unrelated to the recent Rolling Stone ad controversy, and is "an effort by the company to enhance and sharpen the effectiveness and efficiency of its marketing programs," though she acknowledged that the Camel No. 9 ads played a role in the decision.

Campaign for Tobacco-Free Kids President Matthew Myers said it was unfortunate that R.J. Reynolds did not commit to permanently ceasing print advertising, and called the company's decision "more a strategy to deflect criticism than a real change in marketing." Smith said the company would make a decision concerning future years at a later time.

Tobacco print ads are banned throughout Europe, but are legal in the United States. Tobacco advertising is banned from television, radio, and billboards in this country. Some magazines, including Self, Men's Health, and Money, refuse to accept tobacco ads.