According to Godfrey Philips, the Indian subsidiary of Philip Morris that makes Red & White cigarettes, the emphasis of the Red & White bravery awards is “selfless action”. The same phrase could hardly describe the company’s motives for using the name of its cigarette brand instead of its company name for the scheme, whose well funded advertising campaign associates its cigarettes with bravery (see Tobacco Control 2002;11:10–11, 91). With not only the brand’s name but also its …