Iran also has an informal Olympic boycott against participating against Israel, and Iranian athletes typically bow out or claim injuries when pitted against Israelis (see Arash Miresmaeili). A boycott is typically a one-time affair intended to correct an outstanding single wrong. When extended for a long period of time, or as part of an overall program of awareness-raising or reforms to laws or regimes, a boycott is part of moral purchasing, and some prefer those economic or political terms. Most organized consumer boycotts today are focused on long-term change of buying habits, and so fit into part of a larger political program, with many techniques that require a longer structural commitment, e.g. reform to commodity markets, or government commitment to moral purchasing, e.g. the longstanding boycott of South African businesses to protest apartheid already alluded to. These stretch the meaning of a "boycott." Boycotts are now much easier to successfully initiate due to the Internet. Examples include the gay and lesbian boycott of advertisers of the "Dr. Laura" talk show, gun owners' similar boycott of advertisers of Rosie O'Donnell's talk show and (later) magazine, and gun owners' boycott of Smith & Wesson following that company's March 2000 settlement with the Clinton administration. They may be initiated very easily using either Web sites (the Dr. Laura boycott), newsgroups (the Rosie O'Donnell boycotts), or even mailing lists. Internet-initiated boycotts "snowball" very quickly compared to other forms of organization. "Viral Labeling" is a new boycott method using the new digital technology proposed by the Multitude Project and applied for the first time against Walt Disney around Christmas time in 2009. Another form of consumer boycotting is substitution for an equivalent product; for example, Mecca Cola and Qibla Cola have been marketed as substitutes for Coca-Cola among Muslim populations. Academic boycotts have been organized against countries. For example, the mid and late 20th century academic boycotts of South Africa in protest of apartheid practices and the more recent academic boycotts of Israel. Some boycotts center on particular businesses, such as recent protests regarding Costco, Walmart, Ford Motor Company, or the diverse products of Philip Morris. Another form of boycott identifies a number of different companies involved in a particular issue, such as the Sudan Divestment campaign, the Boycott Bush campaign. The Boycott Bush website was set up by Ethical Consumer after U.S. President George W. Bush failed to ratify the Kyoto Protocol – the website identifies Bush's corporate funders and the brands and products they produce.