Despite Their Internal Knowledge, Defendants' Marketing

Despite Their Internal Knowledge, Defendants' Marketing

and Public Statements About Low Tar Cigarettes Continue to Suggest that They Are Less Harmful than Full-Flavor Cigarettes . . . . . 877 a. Philip Morris . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 887 (1) Philip Morris's Low Tar Cigarette Marketing Techniques . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 887 (2) Philip Morris's Research on the Low Tar Cigarette Category . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 907 (3) Philip Morris's Public Statements About Low Tar Cigarettes . . . . . . . . . . . . . . . . . . . . . . . . . . . . 911 b. R.J. Reynolds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 916 (1) R.J. Reynolds's Low Tar Marketing Techniques . . . . . . 916 (2) R.J. Reynolds's Research on the Low Tar Cigarette Category . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 926 (3) RJR's Public Statements About Low Tar Cigarettes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 929 c. Brown & Williamson . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 930 (1) Brown & Williamson's Marketing of Low Tar Cigarettes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 930 (2) Brown & Williamson's Research on the Low Tar Cigarette Category . . . . . . . . . . . . . . . . . . . . . . 935 (3) Brown & Williamson's Public Statements About Low Tar Cigarettes . . . . . . . . . . . . . . . . . . . . . . . 944 d. BATCo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 946

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(1) BATCo's Research on the Low Tar Cigarette Category . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 946

(2) BATCo's Public Statements About Low Tar Cigarettes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 951

¶e. American Tobacco Marketing of Low Tar Cigarettes . . . . . . . . 952 f. Lorillard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 959

¶(1) Lorillard's Marketing of Low Tar Cigarettes . . . . . . . . . 959

(2) Lorillard's Research on the Low Tar Cigarette Category . . . . . . . . . . . . . . . . . . . . . . . . . . . . 966

¶g. Liggett . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 970

6. Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 970

¶F. From the 1950s to the Present, Different Defendants, at Different

Times and Using Different Methods, Have Intentionally Marketed to Young People Under the Age of Twenty-One in Order to Recruit "Replacement Smokers" to Ensure the Economic Future of the Tobacco Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 972

1. Definition of Youth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 972

2. The Defendants Need Youth as Replacement Smokers . . . . . . . . . . . . . 973

Defendants' Marketing Is a Substantial Contributing

¶Factor to Youth Smoking Initiation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 980

a. Development of the Link Between Marketing and Youth Smoking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 980

(1) No Single-Source Causative Factor Can Describe the Complex Link Between Marketing and Youth Smoking . . . . . . . . . . . . . . . . . . . . . . . . . . . . 980

(2) Public Health Authorities Have Found that Marketing Is a Substantial Contributing Factor to Youth Smoking Initiation . . . . . . . . . . . . . . . . . . . . . 981

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(3) Independent Studies Have Found that Marketing Is a Substantial Contributing Factor to Youth Smoking Initiation . . . . . . . . . . . . . . . . . . . . . 986 (4) Credible Expert Witnesses Have Found that Marketing Is a Substantial Contributing Factor to Youth Smoking Initiation . . . . . . . . . . . . . . . . . . . . . 989 b. The Ubiquity of Defendants' Marketing Normalizes and Legitimizes Smoking for Youth . . . . . . . . . . . . . . . . . . . . . . . . . 997 c. Risk Perception: The Inability of Youth to Grasp the Full Implications of Smoking . . . . . . . . . . . . . . . . . 1000