The 20 year PR campaign to cast doubt on the smoking and health charge had been success according to a 1972 TI memo.
- “For nearly twenty years, this industry has employed a single strategy to defend itself on three major fronts — litigation, politics, and public opinion. It has always been a holding strategy, consisting of creating doubt about the health charge without actually denying it.”
- “On the litigation front for which the strategy was designed, it has been successful. While we have not lost a liability case, this is not because juries have rejected the anti-smoking arguments.”