Imperial Tobacco is saying that a new anti-smoking campaign launched in Quebec City is misrepresentful because the advertisements tell teenagers that the tobacco industry is using them.

In fact, suggested Imperial Tobacco spokesperson Christina Dona, the Canadian government profits more from the sale of tobacco products than the does the industry.

The campaign is based on the American "Whole Truth" model

"Well, the Canadian government makes seven times more profit on the sale of tobacco products than manufacturers do," said Dona, pointing out that currently 70 per cent of the price of a carton of cigarettes is tax.

The "De Facto" advertising campaign was launched this week, taking direct aim at the tobacco industry.

The campaign is based on the premise that teens already know that smoking is bad for them.

Now the goal is to convince teens that smoking is not normal.

The ad executive in charge of the campaign, Paul Bleau, said the campaign is based on a U.S. series of ads called "the Whole Truth".

• FROM SEPT 18, 2003: Anti-tobacco ads will target teens

Dona said that the tobacco industry is highly regulated, and that her company has always adhered to the country's tobacco laws.

"The campaign puts the blame squarely on the industry," she said. "And this ignores the reality of the situation in Canada."

Campaign organizers said they have gone to great lengths to make sure their campaign does not look like it came from the government.

They said that teens see governments as out to make money off tobacco taxes.