US indie labels Kill Rock Stars and Touch & Go, among others, have criticised Rolling Stone magazine for a recent editorial feature which featured cartoons of indie bands under the banner Indie Rock Universe, because it was topped and tailed by advertising for Camel cigarettes and the labels fear readers may assume the cartoons section amounted to an advertorial feature funded by the tobacco brands with the endorsement of featured artists.
The labels have issued an open letter which reads: "We, the undersigned independent record labels wish to share our indignation regarding Rolling Stone's November 15th pull out editorial, which featured the names of our artists in conjunction with an ad for Camel cigarettes. Many of the bands named, and the labels that represent them, are very unhappy with the implication that they have any involvement with Camel cigarettes. We ask that Rolling Stone apologise for blurring the line between editorial and advertisement, and in doing so, implying that the bands named support the product being advertised".
Political types have also expressed concern about the ad/indie music cartoon combo, claiming it amounts to a cigarette brand using cartoons in its marketing, which breaches agreements entered into by the tobacco companies regarding not advertising their products to young consumers.
Rolling Stone reportedly insist that the fact the cigarette ads and cartoon feature came together in the magazine was a coincidence, that Camel was not involved in the indie cartoon section, and it never intended to communicate they were.