"Although Reynolds sought to establish a synergy with Rolling Stone and emphasize its support of independent music, it did not "use" or "cause to be used" the Cartoons in the Rolling Stone editorial. The MSA Cartoon ban employs two active verbs, prohibiting Reynolds from "using" Cartoons or "causing" Cartoons to be used in advertising tobacco products. This language prohibits Reynolds from engaging in affirmative conduct. * * * Regarding Reynolds' role in the Rolling Stone editorial content, at most, Reynolds had knowledge, and desired, that the enclosed editorial content would address independent music. Beyond this, however, given the separation between editorial and advertising departments at Rolling Stone, Reynolds did not, and indeed could not, know the editorial content would contain Cartoons. Indeed, the witness testimony in this case demonstrated Reynolds' lack of control regarding the placement of their advertising and, more importantly, the editorial content with which it appeared. Witnesses testified that it was standard industry practice for an advertiser such as Reynolds to be in the dark as to the editorial content that would appear with its advertising. Without any involvement in or knowledge of the stylistic content in the Rolling Stone editorial, Reynolds cannot be said to have been "using" Cartoons or "causing" them to be used."