A test for the human papilloma virus, which is the leading cause of cervical cancer, is being marketed to women via ads in Cosmopolitan magazine. The test, offered by Gaithersburg, Md.-based Digene, is meant to be administered by doctors in conjunction with the traditional pap smear, but the ads attempt to prod consumers to request the test with the tagline, "You're not failing your Pap test, but it might be failing you."

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