Have you seen the public service ad on TV about the former smoker who's missing almost all of his teeth? It seems like I see it every time I turn on the television.
Those ads featured celebrities explaining that they smoked a particular brand because the cigarettes were "toasted" (the quote marks were actually included in every ad) for throat protection.
The difference in the old and new ads shows how far we've come in our attitudes about smoking. The older ads also support my theory that whenever you see text with quotes around it in an advertisement, you should be suspicious. It "may indicate" that the "claim" is not exactly "true," if you know what I mean.