CSR, is it a responsibility or a corporate whitewash?

Adam Garfunkel in our class on Corporate social responsibility expressed that CSR is a voluntary action of business , to achieve positive social outcomes whilst benefiting its business objectives. A few days ago , I did a presentation in my corporate communication class and tried to express my opinion that though most of the business have CSR programs to achieve positive social outcomes, some corporates do it for a white wash of their activities. I had taken an example of Philip Morris USA a n Altira company, which produces world class cigarettes and is one of the largest cigarette producer in the world. According to WHO, 5.4 million people die annually because of tobacco.
This made me wonder, Philip Morris on the one hand is encouraging people to buy its products which is fatally harmful to them and on the other hand it has developed CSR programs to achieve positive social outcomes.Doesn't it contradict each other? Activists groups like 'Campaign for Tobacco free kids in USA' against Philip Morris blame that, most of its CSR activities focuses on young children, which is its tactics to attract young people so that it can keep on making profits. They have backed up their opinion with a researched data that 60% of young smokers smoke 'Marlboro' a Philip Morris Brand.
So isn't CSR an easier way for some corporates to make money? They look like a Messiah on one hand when they are contributing for philanthropic cause but deep inside they have their wicked intention of making money out of peoples sentiments.