However, this approach has limitations, because the long life-cycle of such items assures that flammable furnishings remain in use. Big Tobacco's fear of changing its products is easy to understand. With so much at stake, the cigarette makers are adamant about doing nothing that might reduce the appeal. They also worry that if government gets involved in the chemistry of the manufactured cigarette, there is no telling where it might lead. Better to focus on individual carelessness than endanger the golden goose.
Lawsuits are another concern.
A dead or disfigured child could be a hugely sympathetic plaintiff if it were shown that his or her injury could have been prevented. The threat fizzled when Premier bombed in test markets and was not mass-produced. Still, pressure was growing in Congress and the states. Tobacco companies said such cigarettes would burn differently and produce more toxic smoke. About the same time, officials with Burson-Marsteller, public relations consultants to the industry, outlined a bold and imaginative plan of outreach to the fire service.