Meanwhile, the tobacco companies denounced the advertisements which ran directly counter to their image enhancement efforts. Rather than resist the industry and its allies, the Foundation decided to pull the ads. Tobacco control advocates fear the decision foreshadows a well-funded but toothless and ineffectual campaign by the Foundation. Taking on the tobacco industry, says Julia Carol, executive director of the Berkeley, California-based Americans for Nonsmoker Rights, requires a readiness to withstand bullying tactics. In those that do not, the resulting campaigns have been weakened by self-censorship and are rendered ineffectual.
Image Is Everything Many tobacco control advocates are greatly worried by the recent turn of events.
They note the potential effect of Big Tobacco's charm offensive on the juries that will hear many important cases in coming years. If people look more kindly on the companies as responsible members of the community, as jurors they will be less prone to hand out big punitive verdicts. If the tobacco companies can make a plausible case that they are regulating themselves, then they are better positioned to resist new legislation. Tobacco control advocates' concerns about the American Legacy Foundation are equally grave. Finally, as in all tobacco disputes in the United States, there is the looming question of international consequences.