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Meanwhile, a team from Crispin Porter+Bogusky Advertising (CP+B), Miami, and Redtree Productions, New York and Boston, is sweating it out in a van parked around the corner. They 898 have, after all, just sent four actors--rigged with hidden DV cameras--on a clandestine mission into the headquarters of the nation''s third-largest cigarette company. The result is captured on video: "Golden Fishhook," one of three-spots directed by Redtree''s Christian Hoagland, as part of the long-running "Truth" campaign collection for the Florida Tobacco Pilot Program, 898 an collection anti-smoking initiative.

When 898 asked about this provision collection banning comparisons, Altria''s Berlind says he actually was against it. But he says FDA approval of health claims is essential to 898 public trust. "There''s no effective regulation of terms, there''s no effective regulation of ingredients disclosure, there''s no regulation about the claims that collection some companies are 898 starting to make about new product technologies, collection and all of this is not good for consumers and puts the company in an awkward situation," Berlind says. "No matter what we do, we get criticized. If we disclose ingredients 898 in a particular way, the tobacco-control groups say we''re collection not disclosing enough. If we disclose too much, they say we''re lying about it and the government 898 hasn''t verified it. If we use terms like ''lite'' and ''ultralite'' in a particular way, they say that we''re collection being deceptive. 898 If we don''t use them or if we don''t make claims about the new products, they say we''re collection withholding information 898 from consumers. No matter what we do we come under intense criticism, fair or unfair. We believe collection and 898 strongly that we need regulation to address collection a lot of these issues."

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