The tobacco industry has long denied or played down the risks of smoking, addiction, and passive smoking in Australia.^1–3 A survey commissioned by Phillip Morris in 1993 indicated that most Australian opinion leaders and the general public have an unfavourable opinion of the company, even less favourable than that of Americans.⁴ Faced by a rising tide of litigation, the tobacco industry has attempted to change their image over the past decade to one of a “socially responsible” corporate citizen.⁵

Unlike in the USA, where the tobacco industry have engaged in extensive corporate image advertising and campaigns directed at youth and parents, in Australia, tobacco companies have focused on …