How far should a smoking ad go?

The Today Show aired an interesting story this morning about an anti-smoking ad running in New York. The ad shows a very upset little boy, lost in a train station, and asks the audience to imagine if he was this upset to lose you for a minute, how upset would he be to lose you for a lifetime?

Some are concerned about the little boy in the ad, asking if those tears are a little too real to be acting. But it also raises the question of how far is too far to go in a health ad.

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What do you think? Does it go to far? Or is it effective?