Radon gas is a pretty big thing in construction where I live since our underground is mainly boulder clay (which apparently has or leaks or whatever a lot of radon gas). Anyway, In Denmark a little over 5000 get lung cancer every year, and 300 of thouse are from radon gas. Acording to our Kræftens Bekæmpelse (anti-cancer NGO) there may be an additional 25% risk of radon causing lung cancer if you smoke.
Since around 2000, it's been part of building regulations that you gotta build air-gapped foundations in family homes. Those who can measure radon gas are adviced to buy things to fight it, and you can reduce it to basically 0% for little money.
I never really considered it from an advertisement perspective as it's adviced by our government and non-profit NGO's. So there is that, if that helps you.