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FDA v. BROWN & WILLIAMSON TOBACCO CORP.

Breyer, J., dissenting

sweet.’ ” Kluger, Ashes to Ashes, at 77–78. The advertise-
ments of R J Reynolds (RJR) emphasized mood stability by
depicting a pilot remarking that “ ‘It Takes Steady Nerves
to Fly the Mail at Night . . . . That’s why I smoke Camels.
Id., at 86. RJR also advertised the
And I smoke plenty!’ ”
stimulating quality of cigarettes, stating in one instance that
“ ‘You get a Lift with a Camel,’ ” and, in another, that Camels
are “ ‘A Harmless Restoration of the Flow of Natural Body
Id., at 87. And claims of medical proof of mild-
Energy.’ ”
ness (and of other beneﬁcial effects) once were commonplace.
See, e. g., id., at 93 (Brown & Williamson advertised Kool-
brand mentholated cigarettes as “a tonic to hot, tired
throats”); id., at 101, 131 (Philip Morris contended that
“ ‘[r]ecognized laboratory tests have conclusively proven the
advantage of Phillip [sic] Morris’ ”); id., at 88 (RJR pro-
claimed “ ‘For Digestion’s sake, smoke Camels! . . . Camels
make mealtime more pleasant—digestion is stimulated—al-
kalinity increased’ ”). Although in recent decades cigarette
manufacturers have stopped making express health claims in
their advertising, consumers have come to understand what
the companies no longer need to express—that through
chemical action cigarettes stabilize mood, sedate, stimulate,
and help suppress appetite.

Second, even though the companies refused to acknowl-
edge publicly (until only very recently) that the nicotine in
cigarettes has chemically induced, and habit-forming, effects,
see, e. g., Regulation of Tobacco Products (Part 1): Hearings
before the House Subcommittee on Health and the Environ-
ment, 103d Cong., 2d Sess., 628 (1994) (hereinafter 1994
Hearings) (heads of seven major tobacco companies testiﬁed
under oath that they believed “nicotine is not addictive” (em-
phasis added)), the FDA recently has gained access to solid,
documentary evidence proving that cigarette manufacturers
have long known tobacco produces these effects within the
body through the metabolizing of chemicals, and that they