This post reminded me of an actlrie I read a while ago:Bolton, L. E., Cohen, J. B., & Bloom, P. N. (2006). Does Marketing Products as Remedies Create "Get Out of Jail Free Cards"? Journal of Consumer Research, 33 (1), 71-81.The actlrie generally supported the idea that remedy messages (in the form of nicotine replacement ads, as well as a few other examples) undermine risk perceptions of people with high "problem status" (i.e. people who are already tempted to smoke), and tips the scales in favour of the risky behaviour.