The products are virtually indistinguishable from one another, yet they retain more loyalty than Mac computers. And an expensive international legal battle is raging over them. Why? Because the products—cigarettes—are a recognized public health hazard, and governments around the world are trying to do whatever it takes to stop their citizens from lighting up.
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“Whenever a country goes beyond the WHO tobacco control recommendations, tobacco companies sue,” says Chris Bostic, policy director for the nonprofit group Action on Smoking and Health (ASH). “They do this not so much for a legal win, but to send a legal chill.”
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Today, 18 per cent of US adults smoke, as some states levy high cigarette taxes and adopt aggressive laws against second-hand smoke. This shift is less evident in the South – home to Johnson – and the Midwest, so that in Kentucky, for example, the adult smoking rate is 30 per cent. And though the MSA bans advertising aimed at “youth”, Bostic says Big Tobacco targets the “young” market.