A judge will be deciding whether the next soda bottle or tank of gas you buy will come with an apology from Joe Camel and Marlboro man. A ruling was made recently ordering a multimedia blitz that states that national tobacco companies had lied about smoking dangers. This has opened the possibility of retailers being required to display formal apologies. Retailers are upset over this possibility as the large displays would occupy valuable selling space, as well as suggest guilt-by-association.
The case was brought by the government in 1999 and Judge Gladys Kessler ordered the tobacco firms to make and pay for counteractive statements on packs of cigarettes as well as on radio, TV, Internet and print. The statements are also required to disclose the health effects of smoking, including the average deaths of 1,200 persons daily.
The ruling had a footnote, saying that the placards placement in retail stores would be resolved later ‘in the near future.’ Trade groups in the retail sector argue that their property and First Amendment rights would be infringed upon. Many public health groups say that tobacco companies have used the displays at stores as deceptive marketing tactics and that the stores are a good place to make the public confession.
According to the , about 40% of the $190 billion annual sales made by convenience stores come from sales of tobacco products. Those retailers who may refuse to post the signs will find that they may lose the millions that they receive as rebates from the tobacco companies that help to lower prices of cigarettes and pay for prominent displays.
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