The American Lung Association (ALA) and a number of other anti-smoking advocates are asking California groups to refuse donations from tobacco giant Philip Morris.

The effort follows a new campaign by the consumer products conglomerate, which is taking out newspapers advertising to publicize its charitable efforts -- including support for groups working with such problems as domestic violence and hunger -- and also talk about the company's other, nontobacco operations. Those divisions include Kraft Foods, the Associated Press reports.

Philip Morris' cigarette brands include Benson & Hedges, Marlboro and Virginia Slims. A company spokesman said the firm has had an active corporate giving program for 40 years, but has generally kept those efforts out of the spotlight until now, AP reports.

Anti-smoking advocates, however, say the new effort is nothing more than a cynical ploy to gloss over its tobacco operations.

"The tobacco industry is using charitable donations to buy the good name and support of community organizations," claimed Pat Etem, a representative of the L.A. Link coalition of anti-tobacco groups. "By aggressively publicizing these donations, big tobacco is trying to convince the public they're now good corporate citizens, even though their product continues to spread disease and death."

The ALA effort so far is limited to California. At least two groups -- West San Gabriel Valley Boys & Girls Club and the local host committee for the Democratic National Convention -- have gone public with their rejection of Philip Morris donations.

The company has said it has no plan to respond to the boycott, because requests for donations far outstrip available funds, AP reports.

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