Second, the charge that cigarette ads intentionally deceive consumers is unjustified. The images portrayed in cigarette ads are realistic ones. There are, in fact, skiers, tennis players and aerobic dancers who smoke. Nor can cigarette ads be banned on the grounds that they manipulate consumers. The tobacco industry's advertising ploys are no different from any other industry's techniques to promote its products.
Consumers are well acquainted with the rules of the game in advertising.
People should be expected to take care of themselves whether they are reading an ad for cigarettes or passing by an enticing display in a department store. Nor can it be said that the industry aims its ads at minors. Unless it can be factually demonstrated that cigarette advertisements cause direct harm to others, society has no right to impose any further restrictions on ads. Those opposed to banning cigarette ads also point out that respect for individual freedom demands that consumer preferences and choices be respected. Society has no right to impose its preferences on its members by limiting their exposure to products that are legally bought and sold.