Smokey Bear at Haaretz

Can anyone explain why www.smokeybear.com has a bar up on the business section of the English side of the Haaretz website? I mean, like, it's admirable to prevent forest fires in, say, Wyoming or California, and the American Forest Service, one of the sponsors of Smokey's website, is an admirable agency, you can't say otherwise, but it does seem a rather far fetched idea, doesn't it?