Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #105829

Lissy C. Friedman, JD, Northeastern University School of Law, Tobacco Control Resource Center, 102 The Fenway, Room 117, Boston, MA 02115, 617-373-2026, lfriedma@lynx.dac.neu.edu

Philip Morris recently has bombarded the television airwaves with commercials in which they tout their website that contains language which appears to concede that they agree with public health officials' opinions about smoking and health issues surrounding their products.

While it may appear that Philip Morris substantially has changed its stance on issues of smoking and health, the company continues to argue in products liability litigation that there is no proof of causation between smoking and disease, and that cigarettes are not addictive. This begs the question, what lies behind Philip Morris's recent advertising strategy?

Through the use of internal industry documents, this presentation will show that Philip Morris has produced a cleverly worded, insincere advertising campaign for the purpose of swaying juries and judges hearing current and future tobacco litigation cases, particularly the United States' racketeering case it currently is facing.

Learning Objectives:

• Attendees will learn how to interpret the disingenuous message being promulgated by Philip Morris, Inc. through the use of television and its website, in which they appear to agree with public health advocates that smoking causes disease and is addictive, but still maintain in a litigation setting that neither of these propositions is true.

Keywords: Tobacco Litigation, Media Message

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.

Recorded presentation