Table 1

Relevant findings from Racketeer Influenced and Corrupt Organization case

“According to [Brand Manager of Marlboro from 1969 to 1972, James] Morgan, Philip Morris made a calculated decision to use the phrase ‘lower tar and nicotine’ even though its own marketing research indicated that consumers interpreted that phrase as meaning that the cigarettes not only contained comparatively less tar and nicotine, but also that they were a healthier option." 24 Para 2402, p. 888
“Morgan, who later became CEO of Philip Morris, further explained in 2002 that rather than relying on the tar and nicotine numbers from the FTC Method, ‘the major influence in people’s perceptions in the tar of a cigarette would have come from the marketing positioning of a brand as opposed to people literally reading the FTC [tar and nicotine figures].” 24 Para 2403, p. 888
Philip Morris and the other tobacco companies knew that “many smokers who were concerned and anxious about the health risks from smoking would rely on the health claims made for low tar cigarettes as a reason, or excuse, for not quitting smoking" 24 Para 2627, p. 971