Pay Up

Posted: April 24, 2014 | tobacco | Eclipse, RJ Reynolds Tobacco Co, smoking, tobacco | 0 Comments

The funny thing about smoking is that nobody is denying its dangerous side. Every smoker knows the health risk they’re taking and these days, even big tobacco openly admits that they sell harmful products. Yet the products still exist, people still buy smokes and big tobacco sees the common knowledge regarding smoking’s danger not so much as a crippling truth but rather, an advertising challenge.

…but they dropped the ball.


The state of Vermont was just awarded an $8.3 million dollar settlement from the R.J Reynolds Tobacco Co. The basis for the lawsuit came from the company’s advertising campaign for their Eclipse cigarette between 2000 and 2007. The ad campaign positioned the cigarette as a healthier alternative to traditional cigarettes. They claimed that the Eclipse emitted 80% less secondhand smoke, and may present a lower risk of cancer, bronchitis and emphysema. Sounds great on paper if you’re a smoker and looks even better and the flashy advertisements. Problem is, the claims weren’t true.


Scientific research proved that the claims of reduced risk associated with using the Eclipse cigarette were unsubstantiated. Therefore, the ads were deemed deceptive by Vermont’s court system and the state was awarded $8.3 million. Of course, big tobacco is expected to appeal the ruling but sooner or later, they’ll be forced to pay up.


This is just another battle in the war on smoking and despite another defeat, big tobacco is still standing.  They have deep pockets and savvy marketing methods and wont be defeated in one day but slowly and surely, their armor is being chipped away.

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