There's a new ad playing on radio stations in Ohio as part of a PR push called the Stop the Stigma campaign. The ad is a game show skit, where contestants must guess the biggest risk factor for substance addiction. One guesses "making bad choices" and gets the buzzer; another guesses "hanging out with the wrong people" and is also wrong. The right answer, we're told, is family history. Ohio officials said the ads are meant to encourage people to "practice empathy, not judgment" for people suffering from addiction.

That's wise advice. And research does show there is a strong genetic component to addiction. But research also shows that making unwise choices and spending time with others who are making unwise choices also unequivocally contribute to addiction.

In a similar vein, USA Today recently ran a story about the latest research on pedophilia, quoting scientists who say the sexual disorder is "determined in the womb" and therefore "misunderstood" by our culture. The implication is that when something evil is "inherent," it carries a different — or no —moral weight.

The first mistake here is the suggestion that we can have empathy for or compassion on people who do something wrong only when they "couldn't help it." That's both naive and wrong. None of us is immune from sinful desires; that's the fall. But none of us is helpless against our sinful desires, either; despite genetic components or elevated risk factors — that's the redemption of Jesus.

That's why the Bible tells us to "flee" from sin; even when sin "feels" natural. Paul tells the Galatians the desires of the flesh are in conflict with the Spirit. He doesn't say "therefore you are helpless." or "do good things to cancel out the bad." He says we must "crucify the flesh."

Still, even when we lose that battle, God offers grace and forgiveness and commands us to do the same. People who do bad things deserve appropriate compassion and help not because they supposedly "can't help it;" but simply because they are human beings, made in the image of God.

But we also deserve the dignity of facing the consequences of our actions. The second mistake in efforts to "stop the stigma" of bad behavior is the suggestion that those consequences, as well as healthy guilt and even shame, can't play a motivating role in our moral formation. The Bible testifies that it does.

Friends of mine who have recovered from addiction or who are active in addiction ministry all say that the cliche is true: the first step to recovery really is admitting you have a problem. We block that important step if we try to convince those suffering that they bear no responsibility for their behavior.

My friend Dr. Matthew Sleeth, and emergency room physician who wrote a book about the Christian response to suicide, spoke to our Wilberforce Weekend audience last year about his research. He said the common denominator that he found in testimonies from those who survived a suicide attempt or ultimately chose not to go through with it was that they believed, to one degree or another, that suicide would be wrong.

But that assertion that something could be wrong requires a consistent moral standard against which we can measure our inclinations and behavior. Christianity - not cultural tastes - is the only worldview that offers a fully formed and consistent moral standard; built on God's design for the world.

I want to be clear here that the chemical components, including genetic predispositions, and even outside factors like predatory pharmaceutical companies are very real contributors to things like suicide and addiction. But removing stigma by suggesting people aren't still responsible for their moral choices forfeits that very real and apparently motivating sense that we don't want to do something wrong.

This is a casualty of a culture that continues to distance itself from its Christian moral foundation. Some theologians suggest the loss of "cultural Christianity" is good, in that it will reveal those truly committed to Jesus, as opposed to those only claiming Christianity for its social advantages. But the loss of cultural Christianity will still leave much to mourn, including the healthy social norms and stigmas, based on the Biblical moral standard, that protect us from our inherent sinfulness.

Christians should always practice empathy. And we should be ready to help when and where it's appropriate. That kind of love holds room for healthy stigma, and it doesn't require pretending there are no consequences to our choices. That's the deep, consistent love of the gospel.