Philip Morris

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Philip Morris admits it

Tobacco giant says publicly that smoking causes cancer

October 13, 1999: 6:59 a.m. ET

NEW YORK (AP) - Philip Morris Cos. Inc., the world's biggest tobacco company, is acknowledging publicly that tobacco isn't safe and is trying to remake its image with a $100 million advertising campaign.
     ``For too long we have let others define who we are,'' Steven Parrish, senior vice president for corporate affairs for Philip Morris (MO), said.
     The company has launched a corporate Web site, stating in one section that ``there is no `safe' cigarette'' and that ``cigarette smoking is addictive, as that term is most commonly used today.''
     The company, which for years disputed research that found smoking contributed to health problems, also acknowledged that smokers face tremendous health hazards.
     ``There is an overwhelming medical and scientific consensus that cigarette smoking causes lung cancer, heart disease, emphysema and other serious diseases in smokers,'' the Web site says. ``Smokers are far more likely to develop serious diseases, like lung cancer, than non-smokers.''
     One part of the site even offers advice on quitting smoking and on interpreting tobacco and nicotine ratings. It will also list the ingredients in each of its brands, though not the proportions.
     Parrish said the company has previously provided lists of ingredients to the government but that this is the first time smokers will get a chance to see what goes into each brand. Parrish had told securities analysts in June that the company intended to strike a ``far more visible profile'' in responding to critics, seeking common ground in addressing conflicts and publicizing the company's economic and social contributions.
     The ad campaign comes as tobacco companies remain under attack from the federal government, health insurers and public health advocates who want the industry to help pay the costs of treating sick smokers and to discourage children from starting to smoke.
     The industry tried to put many of these claims to rest when it reached settlements under which it will pay $246 billion to the 50 states over 25 years and accepted restrictions on marketing cigarettes in exchange for withdrawal of lawsuits. But the federal government sued the industry last month to recover some of the $20 billion a year it spends on health programs for diseases related to smoking.
     The industry also faces dozens of suits by health insurers and individuals who claim it concealed for decades the full extent of what it knew of the dangers of smoking. The company's TV ads were to begin running during the baseball playoff games and will appear on high-profile news, sports and primetime shows like ``ER.''
     In addition to its tobacco operations, Philip Morris owns Miller Brewing Co. and Kraft Foods, which makes Jell-O, Maxwell House coffee and Oscar Mayer meats.

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Philip Morris Cos., Inc.

Luca Cardelli