Introduction

The attorneys at B&W and BAT were instrumental in establishing the companies' public relations posture toward the growing evidence on the health dangers of smoking. The public relations statements had to be carefully crafted to avoid creating liability problems. The attorneys had to walk a fine line between not saying anything and saying too much about the alleged health dangers of tobacco. At the same time, the tobacco industry continued to develop increasingly sophisticated marketing strategies to promote tobacco use and maintain the social acceptability of smoking. In addition to traditional advertising, these efforts included product placement of B&W brands in movies and on television. The companies directed their efforts not only at the general public but also at physicians, so that they would encourage smokers to switch to low-tar cigarettes, instead of simply stopping smoking. The documents also reflect efforts by the tobacco industry to use its considerable economic clout with suppliers and the media, as well as important community-based organizations, to obtain favorable treatment.