According to media analyst firm Carma International, Philip Morris youth-based anti-smoking campaign is playing well with the press. Its effort was the subject of a scathing report last week from the
American Legacy Foundation, which criticized the effort for actually encouraging youth smoking. However, Carma’s syndicated research of 700 worldwide media outlets has found that PMs marketing and
advertising efforts has received more attention in major global media than any other major tobacco company. Overall “journalists have looked favorably on Philip Morris's efforts, while writing
negatively on marketing and advertising by BAT and R.J. Reynolds.” Philip Morris's overall corporate image is much stronger than other tobacco companies, ranking nine out of 23 companies in the
sector.