The truth is that the ad was created independently as part of a viral video contest. Apparently, blu did not do anything to dissociate itself from the ad. However, the ad was produced in 2010, two years before it was purchased by Lorillard. Thus, Lorillard had nothing to do with the ad.

"In summary, the rules state:

I find quite sad that an article needs to be published imploring tobacco control researchers to be honest and rigorous and to use good scientific practice and draw conclusions based on evidence rather than emotions.

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