ASH/ Industry conduct/ Tobacco Explained: 1. Smoking and health
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Tobacco Explained
"A demand for scientific proof is always a formula for inaction and delay and usually the first reaction of the guilty in fact scientific proof has never been, is not and should not be the basis for political and legal action"
An example of (private) candour from a scientist at the tobacco company BAT 1. (S J Green 1980)
1. 1 Summary
At the beginning of the fifties, research was published showing a statistical link between smoking and lung cancer. At the same time the tobacco industrys own research began to find carcinogens in smoke and began to confirm the relationship between smoking and cancer. This posed a serious problem for the industry: whether to admit to the health problems and try and find marketable solutions, or whether to basically deny everything.
In the face of mounting damning evidence against their product, the companies responded by creating doubt and controversy surrounding the health risks, whilst at the same time by responding to the growing public concern by putting filters on cigarettes and promising research into the health effects of smoking. They lulled the smoking public into a false sense of security, because, whilst this had the hallmarks of responsible companies acting in the public interest, it was actually a public relations strategy to buy time, at the expense of public health.
Many of the internal documents reveal that the industry was trying to look responsible in public, but privately was out to convince the public that smoking was not harmful. Despite decades of evidence to the contrary, and millions of deaths caused by tobacco, the industry still largely maintains that the case against the cigarette is unproven.
1.2 What is known - key facts on smoking and health
- - 38% Cancer (of which two thirds are lung cancers)
- 34% Heart and circulation disease
- 28% Respiratory illness
1.3 What the industry knew and what it said
1.3.1 Early-mid 1960s: the
birth of the problem
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Independent research shows there is a problem |
Dr. Richard Doll and Professor Bradford Hill
publish an article in the BMJ, which states that there is a: "real association between carcinoma of the lung and smoking." 8 (1952) The US journal Cancer Research publishes details of experiments undertaken by Dr. Ernest Wynder on mice, which show that 44 per cent of animals whose skin was painted with smoke condensate developed cancerous tumours. Wynder notes that the "suspected human carcinogen has thus
been proven to a carcinogen for a laboratory animal." 9 (1996) |
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Tobacco companies seem to accept it |
"Studies of
clinical data tend to confirm the relationship between heavy and prolonged tobacco smoking
and incidence of cancer of the lung." 10 (RJR, 1953) |
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Respond with public relations |
Companies are advised they need a two-pronged
PR attack to "get the industry out of
this hole." 11. (Hill and Knowlton,1953) Leading PR firm Hill & Knowlton are hired: "We have one essential job -- which
can be simply said: Stop public panic
There is only one problem -- confidence, and
how to establish it; public assurance, and how to create it . . . And, most important, how
to free millions of Americans from the guilty fear that is going to arise deep in their
biological depths regardless of any pooh-poohing logic - every time they light a
cigarette".12. (Hill and Knowlton, 1953) |
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Tobacco companies start the denials |
The US tobacco industry responded to the
public concern by producing the Frank Statement to Cigarette Smokers, which
sets the tone for the next few decades: "Distinguished authorities point out:
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but take care to avoid commitments |
An early draft of the Frank Statement,
includes the following text, which is struck out before publication: "We will never produce and market a product shown
to be the cause of any serious human ailment
The Committee will undertake to keep
the public informed of such facts as may be developed relating to cigarette smoking and
health and other pertinent matters." 14. (Tobacco Industry Research Committee, December, 1953) |
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UK Government accepts there is a problem in 1954 |
"I have come to the
conclusion that the statistical evidence does point to a causal relationship between
tobacco smoking and lung cancer, but that there are important qualifications. There is no
precise evidence of how tobacco smoking causes lung cancer or indeed of the extent to
which one causes the other." 15
(Minister of Health, 1954). |
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Industry public denials continue |
"there still isn't
a single shred of substantial evidence to link cigarette smoking and lung cancer directly."
16
(RJR, 1954) |
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1.3.2 Mid-late 1950s: what about the honest response? |
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Industry scientists accept privately there is a problem and want to tackle it |
Alan Rodgmen, a chemist for RJ Reynolds,
argues that: "Since it now
well-established that cigarette smoke does contain several polycyclic aromatic
hydrocarbons, and considering the potential and actual carcinogenic activity of a number
of these compounds, a method of either complete removal or almost complete removal of
these compounds from smoke is required." 17 (Cited in Dirty Business, 1998) |
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Using a code word for cancer, scientists discuss a causal link to smoking |
An internal BAT memo describes work underway
at BATs laboratories in Southampton, using code words for lung cancer
"ZEPHYR" : "As a result of
several statistical surveys, the idea has arisen that there is a causal relationship
between ZEPHYR and tobacco smoking, particularly cigarette smoking. Various hypothesis
have been propounded one of which is that tobacco smoke contains a substance or
substances which may cause ZEPHYR." 18. (BAT, 1957) |
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US tobacco industry scientists agree that smoking causes lung cancer |
BAT scientists visited the US for a study tour
that included visits to Philip Morris, American Tobacco, Liggett and several research
institutions. They found a consensus: "With
one exception the individuals with whom we met believed that smoking causes lung cancer;
if by causation we mean any chain of events which leads finally to lung cancer
and which involves smoking as an indispensable link." 19
(BAT, 1958) |
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and some see this as a business opportunity |
"Evidence is
building up that heavy smoking contributes to lung cancer", writes
a scientist at Philip Morris, who then articulates the benefits for the company if only
they could find the.. "intestinal
fortitude to jump on the other side of the fence admitting that cigarettes are hazardous.
Just look what a wealth of ammunition would be at his disposal to attack the
other companies who did not have safe cigarettes." 20 (Philip
Morris, 1958) |
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Meanwhile, the public denials continue |
Imperial Tobacco: "I state that in our considered opinion there is no
proof at all that smoking causes lung cancer and much to suggest that it cannot be the
cause." 21. (Imperial Tobacco, 1956) |
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1.3.3 Early-mid 1960s: enter the lawyers |
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Industry consultants admit cigarette smoking is cancer causing and promoting |
Consulting firm Arthur. D. Little,
working for the US Liggett company reviews the results of seven years research work;
"There are biologically active materials present in cigarette smoking. These are a) cancer causing b) cancer promoting c) poisonous d) stimulating, pleasurable and flavourful." 22. (Arthur D.
Little, 1961) |
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Worried tobacco scientists want to find a solution |
Alan Rodgman, a research chemist
with RJ Reynolds writes that the company is publicly denying a link between smoking and
cancer in public, whilst the companys own research shows there is a link. "What would be the effect on this company of not
publishing these data now, but being required at some future date to disclose such data,
possibly in the unfavourable atmosphere of a lawsuit?
It is recommended that the
Companys management recognise that many members of its Research Department are
intensely concerned about the cigarette smoke-health problem and eager to participate in
its study and solution." 23 (RJR,
1962) |
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UK and US evidence accumulates |
The Royal College of Physicians
issues the first major report on "Smoking and Health", which concludes: "Cigarette smoking is a cause of lung cancer and bronchitis cigarette smoking is the most likely cause of the recent world-wide increase in deaths from lung cancer." 24 (RCP, 1962)
First Report of the US Surgeon-General, "Smoking and Health", concludes: "Cigarette smoking is causally related to lung cancer
in men; the magnitude of the effect of cigarette smoking far outweighs all other
factors." 25
(US Dept. of Health, 1964) |
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Lawyers suggest warnings to offset against liability |
"I have
no wish to be tarred and feathered, but I would suggest the industry might serve itself on
several fronts if it voluntarily adopted a package legend such as excessive use of
this product may be injurious to health of susceptible persons
This is so
controversial a suggestion - indeed shocking- that I would rather not try to anticipate
the arguments against it in this note but reserve my defence."
26
(Brown and Williamson, 1963) |
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Lawyers must be put in charge |
The strategy became increasingly
defensive and early talk of safer cigarettes and scientific solutions to the problem gave
way to denial and a legal approach: "The
main power on the smoking and health situation undoubtedly rest with the lawyers .. the
U.S. cigarette manufacturers are not looking for means to reduce the long-term activity of
cigarettes." 27
(P Rogers, G Todd, 1964) |
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The public denials continue |
Following the US Surgeon
Generals report of January 1964, a Philip Morris director dismissed the findings: "We dont accept the idea that there are
harmful agents in tobacco." 28 (Philip
Morris, 1964) |
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1.3.4 Mid-late 1960s: but fixing the problem means admitting it |
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Lawyers arguing to "research the disease" not tobacco |
According to a memo taken by Brown and
Williamson, Janet Brown an attorney with American Brands argued in favour
"of the long established policy to research the
disease as opposed to researching questions more directly related to tobacco
first, we maintain the position that the existing evidence of a relationship between the
use of tobacco and health is inadequate to justify research more closely related to
tobacco, and, secondly, that the study of the disease keeps constantly alive the argument
that, until basic knowledge of the disease itself is further advanced, it is
scientifically inappropriate to devote the major effort to tobacco."
29
(B&W, 1968) |
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And theres a agreement to scale down in-house research |
Philip Morris Vice President Helmut Wakeham,
writes about a gentlemans agreement, under which the companies had
agreed to refrain from conducting in-house biological experiments on tobacco smoke: "We have reason to believe that in spite of
gentlemans [sic] agreement from the tobacco industry in previous years that at least some
of the major companies have been increasing biological studies within their own
facilities." 30. (Philip Morris, undated c. 1965) |
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Respond by creating controversy and contradiction |
18 October: Carl Thompson from Hill and
Knowlton writes a letter on the best angles for the industry magazine, Tobacco and
Health Research: "The most
important type of story is that which casts doubt in the cause and effect theory of
disease and smoking. Eye-grabbing headlines were needed and "should strongly call out
the point - Controversy! Contradiction! Other Factors! Unknowns!"
31
(Hill and Knowlton, 1968) |
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Focus tobacco industry research on denying problems |
Helmut Wakeham, Head of Research and
Development of Philip Morris, writes: "Let's
face it. We are interested in evidence which we believe denies the allegations that
cigarette smoking causes disease." 32
(Philip Morris, 1970) |
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and continue the public denials |
"No case against
cigarette smoking has ever been made despite millions spent on research ...The longer
these tests go on, the better our case becomes." 33. (Philip Morris, 1968) |
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1.3.5 Early-mid 1970s: denial and denial of responsibility |
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Gallaher accepts that the "smoking beagles" prove beyond reasonable doubt that smoking causes lung cancer |
The General Manager of Research at Gallaher
Limited writes a memo to the Managing Director regarding the work that Auerbach had
undertaken on beagles: "We believe
that the Auerbach work proves beyond all reasonable doubt that fresh whole cigarette smoke
is carcinogenic to dog lungs and therefore it is highly likely that it is carcinogenic to
human lungs
the results of the research would appear to us to remove the
controversy regarding the causation of the majority of human lung cancer
to sum up
we are of the opinion that the Auerbachs work proves beyond reasonable doubt the
causation of lung cancer by smoke." 34
(Gallaher, 1970) |
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but Gallaher publicly denies these findings in 1998 |
Gallaher responded to the revelation of
document above in March 1998 in a press release: "Gallaher considered this published research. The internal memo, now made public, was an initial reaction. Gallaher subsequently discounted the views expressed in that memo." 35 (Gallaher, 1998) No explanation is offered for why Gallaher does not accept this work - or the conclusion of its top research scientist. Imperial Tobacco, followed up with more fudge: "Any document like this has to be seen
in the context of the many, many documents on the subject. One would need to look at all
of them to put things in context." 36. (Imperial
Tobacco, 1998) |
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Two months after the beagles - the Mouse House is closed |
RJ Reynolds Biological Research Division,
employed in the "Mouse House" is abruptly closed. One of the leading scientists
recalls: "We felt we were on the road
to making a discovery of a cause and effect relationship to a clinical disease ... I think
the companys lawyers felt that the type of work we were doing was potentially
damaging to the company itself and policy was that that wouldnt happen and that was
the Legal Departments policy." 37
(RJR scientist, speaking on BBC TV, 1993) |
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Evidence is so great it is time to change tack on causation |
A "strictly confidential" internal
BAT document says "While in the past
it has seemed good sense for the industry to contest the validity of all the evidence
against smoking (and may still be necessary to avoid damages in lawsuits), there is little
doubt that the inflexibility of this attitude is beginning to create in some countries
hostility and even contempt for the industry among intelligent, fair-minded doctors
it is thought that we should reconsider our basic answer on causation."
38 (BAT,
1970) |
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the "we are not doctors" stance is not working |
Dr Green from BAT writes : "I believe it will not be possible indefinitely to
maintain the rather hollow we are not doctors stance and that, in due course,
we shall have to come up in public with a more positive approach towards cigarette
safety." 39. (BAT, 1972) |
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and it was only ever PR anyway |
A memo from Fred Panzer of the US Tobacco
Institute says: "It is my strong belief that we now have an opportunity to take the initiative in the cigarette controversy, and turn it around. For twenty years, this industry has employed a single strategy to defend itself on three major fronts litigation, politics and public opinion. While the strategy was brilliantly conceived and executed it is not - nor was it intended to be - a vehicle for victory. On the contrary, it has always been a holding strategy, consisting of
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Meanwhile the public denial continues |
"It is our opinion
that the repeated assertion without conclusive proof that cigarettes cause disease
however well-intentioned- constitutes a disservice to the public."
41
(Brown and Williamson, 1971) |
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1.3.6 Mid-late 1970s: recognition that there is no easy way out |
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We have retreated behind impossible demands for "scientific proof" |
"The industry has
retreated behind impossible demands for scientific proof whereas such proof
has never been required as a basis for action in the legal and political fields
It
may therefore be concluded that for certain groups of people smoking causes the incidence
of certain diseases to be higher than it would otherwise be
A demand for scientific
proof is always a formula for inaction and delay and usually the first reaction of the
guilty." 42. (BAT, 1976) |
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Publicly: "we are not doctors" |
Imperial Tobacco shrugs and stands by the 'we
are not doctors' ploy: "As a company
we do not make, indeed we are not qualified to make, medical judgements. We are therefore
not in a position either to accept or to reject statements made by the Minister of
Health." 43
(Imperial Tobacco UK, 1975) |
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So the denials continue |
"None of the things
which have been found in tobacco smoke are at concentrations which can be considered
harmful. Anything can be considered harmful. Apple sauce is harmful if you get too much of
it." 44
(Philip Morris, 1976). |
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1.3.7 1980s: dig in and brazen it
out |
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Industry wrestles with its credibility gap |
A secret BAT document shows that: "The companys position on causation is simply
not believed by the overwhelming majority of independent observers, scientists and doctors
The industry is unable to argue satisfactorily for its own continued existence,
because all arguments eventually lead back to the primary issue of causation, and at this
point our position is unacceptable
our position on causation, which we have
maintained for some twenty years in order to defend our industry is in danger of becoming
the very factor which inhibits our long term viability
On balance, it is the opinion
of this department that
we should now move to position B, namely, that we
acknowledge the probability that smoking is harmful to a small percentage of heavy
smokers
. By giving a little we may gain a lot. By giving nothing we stand to
lose everything." 45 (BAT, 1980) |
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Whilst the evidence accumulates |
Another authoritative report from the US
Surgeon General: "Cigarette smoking is
the chief, single, avoidable cause of death in our society, and the most important public
health issue of our time." 46. (Report of Surgeon-General 1982) |
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but the public denials continue |
"The view that
smoking causes specific diseases remains an opinion or a judgement, and not an established
scientific fact." 47. (Tobacco Institute of Hong Kong, 1989) |
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1.3.8 1990s: blanket denial |
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Damning legal opinion |
US Judge Sarokin rules in the tobacco case Haines
v. Liggett Group that: "All too
often in the choice between the physical health of consumers and the financial well-being
of business, concealment is chosen over disclosure, sales over safety, and money over
morality. Who are these persons who knowingly and secretly decide to put the buying public
at risk solely for the purpose of making profits and who believe that illness and death of
consumers is an apparent cost of their own prosperity. As the following facts disclose,
despite some rising pretenders, the tobacco industry may be the king of concealment and
disinformation." 48. (1992) |
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We dont smoke that s*** |
An actor promoting RJ Reynolds products asks
an RJR executive why he does not smoke. He is told: "We dont smoke that s***. We just sell it. We just reserve the
right to smoke for the young, the poor, the black and the stupid."
49
(Cited in, First Tuesday,
ITV 1992) |
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Ex- industry scientist says its time for the truth |
Anthony Colucci, a former scientist with RJ
Reynolds, states: "Im a
scientist who says: Its about time they quit this charade. Im sick and
tired of the way they distort and ignore the science. Its time for them to tell the
truth ... They had a responsibility early on to tell what their own researchers were
finding out. Instead, they ignored it and made a mockery of it. I think its time for
the tobacco industry to say: This stuff kills people. We know that. Smoke at your own
risk." 50
(1992) |
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But the denials continue into 1998 and under oath |
Murray Walker, Vice President and Chief
Spokesperson for the Tobacco Institute, testifying at the Minnesota Trial: "We don't believe it's ever been established that
smoking is the cause of disease." 51
(Murray Walker 1998) "I'm unclear in my own mind whether anyone
dies of cigarette smoking-related diseases." 52
(Cited in Pioneer Press 1998) |
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and fudging continues in the press |
John Carlisle of the Tobacco Manufacturers
Association gives is questioned in a magazine: Question: Does it [smoking] cause lung cancer? John Carlisle:
There's no shortage of statistics: it's extraordinary the amount of research that has gone
into our product and the many and varied opinions that people hold about it."
53
(UK TMA, 1998) |
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..and to the BBC the industry still will not give a straight answer |
Following the release of a 1970 memo showing
that Gallaher accepted that smoking caused lung cancer, John Carlisle of the TMA is
interviewed on BBC Radios flagship Today programme. Question: "What would it take to convince you that tobacco can be harmful, Mr Carlisle, if this doesnt? John Carlisle: "Well, I one cannot pull out just one report which has been leaked to a national newspaper and say this is the evidence we have been waiting for." Apparently Mr. Carlisle has not noticed numerous reports of the Royal College of Physicians and US Surgeon General, and is still waiting for evidence. Question: "But Mr. Carlisle this is absolutely conclusive evidence that, apart from what the research shows, that Gallahers has concealed conclusive knowledge about the harmful effects of tobacco for all those 30 years." John Carlisle:
"[
]There is no such thing as conclusive evidence when you are talking about
such a vast subject." 54 |
References:
Registered
Charity No 262067
Action on Smoking and Health is a company limited by guarantee. Registered in England No
998971. Registered address as above.