RESEARCH PAPER
Tobacco industry litigation strategies to oppose tobacco control media campaigns
Center for Tobacco Control Research and Education, University of California, San Francisco, San Francisco, California, USA
Correspondence to:
Correspondence to:
Stanton A Glantz
PhD, Box 1390, University of California, San Francisco, CA 94143-1390, USA; glantz{at}medicine.ucsf.edu
Objective: To document the tobacco industrys litigation strategy to impede tobacco control media campaigns.
Methods: Data were collected from news and reports, tobacco industry documents, and interviews with health advocates and media campaign staff.
Results: RJ Reynolds and Lorillard attempted to halt Californias Media Campaign alleging that the campaign polluted jury pools and violated First Amendment rights because they were compelled to pay for anti-industry ads. The American Legacy Foundation was accused of violating the Master Settlement Agreements vilification clause because its ads attacked the tobacco industry. The tobacco companies lost these legal challenges.
Conclusion: The tobacco industry has expanded its efforts to oppose tobacco control media campaigns through litigation strategies. While litigation is a part of tobacco industry business, it imposes a financial burden and impediment to media campaigns productivity. Tobacco control professionals need to anticipate these challenges and be prepared to defend against them.
Keywords: advertising; public policy; youth smoking prevention
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