I have no problem with a $2 per pack cigarette tax in Philadelphia to reduce smoking rates and to fund an aggressive anti-smoking campaign that would also provide money for research to prevent and treat smoking-related diseases and subsidize the treatment of smoking-related diseases. However, the idea of making public education permanently dependent upon continued high sales of cigarettes is bordering on insane.

In fact, the subjects had no idea that they were part of an experiment involving artificial manipulation of their news feed for the purposes of potential inducing happiness or sadness as part of a research study. This potential use of their Facebook account is simply not mentioned in the Data Use Policy. The policy states that the information provided by users may be used for research purposes. It also states that the information may be shared with outside vendors to conduct research. However, nowhere does the policy state that users agree to intentional manipulation by Facebook staff for research purposes.

The authors of this study make one of the most cardinal errors in all of epidemiology. They ignore the principle that "correlation does not equal causation."

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