When the lorillard tobacco company places ads discouraging teenagers from smoking, they are using which type of institutional advertising?

This is a de-marketing strategy through ads, which are assumed to be digital ads. The assumption is that the digital ad would reach the target audience of teenagers to discourage smoking. This type of marketing campaign shows the tobacco company in a 'responsible' light to the consumer. By discouraging underage use, the consumer can assume that this must be a good company and is honest in their marketing.