It seems like a simple question: who funded this study? But sometimes it isn't quite that easy. A published study that grabs headlines should have some merit to it, right? But funding sources can skew the results. Consider, for example, advertisements from the 1950s that touted a particular cigarette brand as being those most preferred by doctors. Certainly an advertisement is not a scientific study, but this sort of misleading information can be seen as credible—unless you know who’s behind it.