Smokease is a product that is marketed as an alternative to regular cigarette smoking. The Smokease product contains nicotine, tobacco and pretty much everything else found in regular cigarettes. The company claims that they have invented special new technology that prevents users from getting lung cancer. The company also claims that the smoke created by Smokease is less harmful for the environment than other cigarettes. 

Smokease has launched an extensive ad campaign that includes radio, print and television advertisements that all focus on the 'benefits' of Smokease as compared to other products. The television commercials feature users of Smokease talking about how they have used Smokease for a number of years and have not had any signs of cancer and are in perfect health. The commercials also urge users to "try Smokease-if not for your health, for the environment!" and explain how the smoke from Smokease has no negative effects on the environment, as opposed to regular cigarettes.

Carol Campbell has always been hesitant to try smoking cigarettes. Carol was terrified about the potential health effects of cigarettes, especially getting cancer.  However, she had been really stressed out by work lately and she was really looking for a way to unwind. Carol was listening to the radio one day when she heard an advertisement for Smokease. She was really excited to hear that, unlike regular cigarettes, Smokease prevented users from getting cancer. She was also surprised and happy to hear that Smokease was less harmful for the environment than regular cigarettes. Carol drove straight to her local store and purchased a pack of Smokease. 

Carol smoked Smokease for a number of years until, to her horror, she was diagnosed with lung cancer.  "I don't understand," Carol told her doctor, "I used Smokease! They're different than regular cigarettes! They don't cause cancer..." she told her doctor all about the advertisements she had heard and her doctor promised to look into it.  

At their next appointment, Carol's doctor informed her that he had looked into the claims made by Smokease and there appeared to be absolutely no evidence to back up their claims. Carol thinks the ads were deceptive and she wants to file a complaint.

Questions 
-Where the claims made by Smokease particularly troubling?
-Is it important that Smokease made health claims?
-Were the environmental claims something that an average consumer would have trouble evaluating for themselves?