WPC< )n—'H xnEO3A\]Ey2#Nn:ݣH0[Si†$ ?>7SJtoN,.M'βFoFf?#t ?%6 @=Cs̀&%t-=sy "}hT:!tlFUrt*_i "r > EtOK> ݌ kB Oxe$ !_-3lUTiodܛ^~i*F0BUXaDrKy%秂Wrഡ) ҶeDR0Ʉ+3Z2 iS vr:f{oj+ ?yy-!+ZkiS-"<;# :^ePIUjGb2|iS1j矂x)T_6D{B_xj}^ |E# UN % 0%UN w@i 4   0': 0%D  1:>+i1 7 %+w08  B 0) $#2$ 0DL%% &&'7B)y*}+;},-./0C1t2F4S5l6[7Q9Dp:p:;HP DeskJet 540 PrinterDESKJETC ,,,, 0 (hH  Z 6Times New Roman RegularX(%$UKUS.,..,,        TRW\6&A4W\6&A46&A46&A4T"UK  (9 Z 6Times New Roman Regular QPRSDTDUVDWXYZD%3|xZ   $UKUS.,..,,        "UK      31    PM2024207002.((3 $ %!UKUS.,..,,        TRWl6&A43' 6&A43'T"UK        0  (#$  0      $UKUS.,..,,        "UK      3    "AntismokingEffortsFaceTougherTimeOutsideU.S.LegalSystemsAreUnfriendly,  GovernmentsAddictedtoCigaretteTaxRevenue.TheWallStreetJournal,June24,1997,p.A18. '   $UKUS.,..,,        "UK      5    RJRprivileged50052853940,9May1983(twopagesappendedtoa22August1980  memowiththenewdatestampedinfront,fromColbytoRJRattorneyC.W.Nystromdescribingthemoveofdocumentsonsmokingandhealthtothe LRD,theliteratureretrievaldivisionoftheCouncilforTobaccoResearch(CTR)RJR50052853538.    $UKUS.,..,,        "UK      6    RJRprivileged502665353,F.G.ColbytoG.R.DiMarco,23March1983. 0   $UKUS.,..,,        "UK      1    Batesnumber2021269359,PhilipMorris(PM)privilegedcollection,18March1988.  EverypageofeverydocumentcarriesasequentialBatesnumber.Approximately35,000 attorneyclientprivilegeddocumentshavebeendownloadedontheweb,about40%nowaccessiblethroughanindexingsystemat 4   $UKUS.,..,,        "UK      4    Bytheendof1990,53suchlawsuitshadbeenbrought.PMprivileged2047723436,26  November1990.    $UKUS.,..,,        "UK      8    ݀ SummaryofthedepositionofEdwardA.Horrigan,Jr.takenAugust30,1984,inthe  caseofClaireDeweyvs.R.J.ReynoldsTobaccoCompanydismissedbyherownlawyersforlackofevidence!RJRprivileged503957114157.   $UKUS.,..,,        "UK      7    ݀RJRprivileged502522374,9May,1983.    $UKUS.,..,,        "UK      9    RJRprivileged503906116,E.A.HorrigantoWayneW.Juchatz,24September1982.   $UKUS.,..,,        "UK      2    PMprivileged2048537855and204623367.H    $UKUS.,..,,        "UK      26    ݀RichardD.Hurt,ChanningR.Robertson. Pryingopenthedoortothetobacco  industryssecretsaboutnicotine.TheMinnesotatobaccotrial.JAMA1998;280:11731181. m   $UKUS.,..,,        "UK      29    PhilipMorrisBrazil1994 ManagementPresentation.PM2503023116119  (Marlboro),PM2503023123(L&MLights),250302129(Dallas),2503023134(Lark).   $UKUS.,..,,        "UK      28    PM250001209899.   $UKUS.,..,,        "UK      34    RJRprivileged2024987102.   $UKUS.,..,,        "UK      33    RJRprivileged502856892.    $UKUS.,..,,        "UK      10    Batesnumber50088734,RJRprivilegedcollection,1December1982. d(3y$ %!UKUS.,..,,        TRWl6&A43' 6&A43'T"UK      0  .    $UKUS.,..,,        "UK      30    PM2500147574,AliceLiutoAuroraGonzalez,PMI,28February1994.    $UKUS.,..,,        "UK      32    BATCO301150179184,17February1988,Dr.SharonBoyse.  ($$  0     $UKUS.,..,,        "UK      33    ݀ColbytoS.B.Witt,19October1979,RJRprivileged502856892.    $UKUS.,..,,        "UK      34    ݀ZimmermantoConvington,28December1981,PMprivileged2024987102.    $UKUS.,..,,        "UK      35    RJRprivileged501636597604, TripReportontheFifthInternationalSymposiumon  thePreventionandDetectionofCancer,SanPaulo/Brazil,May1622,1982.ColbytoS.B.Witt,10June1982. -   $UKUS.,..,,        "UK      11    RJRprivileged500882759,5August1980.MemotoRJRcorporatecounselSamuelB.  Witt,III.   $UKUS.,..,,        "UK      36    RJRprivileged50053431013,ColbytoJardim,3August1982.   $UKUS.,..,,        "UK      12    RJR501627061,ColbytoG.R.DiMarco,2February1983. 1   $UKUS.,..,,        "UK      13    Thishasbeenthoroughlydocumentedandmaybefoundat     $UKUS.,..,,        "UK      14    PM2024702082   $UKUS.,..,,        "UK      15    PMprivileged2015040911923,January1974.    $UKUS.,..,,        "UK      16    AmericanTobaccoCompany,ATX040221180,C.C.Kern,Jr.,8March1985.   $UKUS.,..,,        "UK      17    TobaccoReporter,vol.110,No.4,April1983,pp.4043. 9   $UKUS.,..,,        "UK      18    "RelationshipbetweenculturalpracticesandtobaccochemistryinBrazil.Anonymous.  PM2000012711. j   $UKUS.,..,,        "UK      19    ToddLewan, DarkSecretsofTobaccoCo.Exposed,AssociatedPress,September  12,1998.See TheY1Papers,   $UKUS.,..,,        "UK      20    ToddLewan. I   $UKUS.,..,,        "UK      21    APDJ BrazilsSouzaCruzconfirmssellinghighnicotinetobacco.23June1994.Item  foundinPM2023190961.   $UKUS.,..,,        "UK      22    PM2050987504529.Seepage2050987511.    $UKUS.,..,,        "UK      23    PM2050987515.Thisexplainsthecommonindustryobfuscationthatenvironmental  tobaccosmokecannotbeharmfulbecauseitcontainsalmostnonicotine: OnedropofgininanOlympicswimmingpool,saidanindustryspokesmanattheTobaccoExposition,Geneva,September1998.    $UKUS.,..,,        "UK      24    ݀PM1000767094,J.l:DugginstoF.L.Daylor,Jr., BrazilTrip...12March1979. :   $UKUS.,..,,        "UK      25    PM1003386332,MarkSerranotoW.G.Lloyd, MarlboroReIntroductioninBrazil,  26December1979.   $UKUS.,..,,        "UK      27    PM2026378276. %!UKUS.,..,,        TRWl6&A43' 6&A43'T"UK    RJJR 7{XXdd7  RJTRY 3' LetterWl6&A43' Letter 6&A4TћJRXRTRWl6&A4Wl6&A4 6&A4 6&A4TRXYXTRY 3' LetterWl6&A43' Letter 6&A4TXYYTRWl6&A4Wl6&A4 6&A4 6&A4TY  P ` PTOBACCOINDUSTRYDOCUMENTSONTHEWEB d ЀANDINTHEMINNESOTADEPOSITORY:IMPLICATIONSFORGLOBALQ   `    QTOBACCOCONTROL  <  @MM aBriefingPaperNo.13(December1998)byNorbertHirschhorn,MD @ a  IndustrytacticsandstrategyinBrazil.  t  X{XXX1.Introduction     IthasbeenabundantlycleartoindustryandWallStreetanalyststhattobaccosalesinindustrializedcountriesarefalling.Profitsthereareatfurtherriskfrommultiplelawsuits,strongantitobaccomovements,increasingscientificevidenceoftheharmtobaccobringsbothtousersandtothosepassivelyexposed(childrenespecially),andtherevelationsofdecadeslongfraudanddeceptionintobaccoindustrydocuments.Theindustrysfavoritepublicrelationsfirm,BursonMarsteller,wroteapositionpapertitled, TheEffectofProductLiabilityLitigationonTobaccoIndustryStocks,inwhichitispointedoutthat foreignconsumptionofAmericancigarettescontinuestogrowdramatically...andtheimageofAmericancigarettes[is]bestintermsofqualityandcharacter.#X{XXX{ #X{XXX{ԛ  #  1      #X{XXX{W #ԀThispaperwillshowhowthetransnationaltobaccoindustryhasmovedinon   Brazil:notsimplytobuyitsrichtobaccocrop,buttosellmorecigarettestomoreBraziliansfromallwalksoflife,beginningwithadolescents.Indoingso,asindustrydocumentsrevealthroughout,thecompaniescontinuetodenypubliclywhattheyacknowledgeprivately:thatcigarettescauseharm,theyaddict,thatinformationisconcealed,thatpromotionandadvertisingaremeanttoreachtheadolescent,andthatobjectivesciencecannotcoexistwiththetobaccocorporatepressuresandmentality.  ThisbriefingpaperonBrazilistheresultofexaminationofoveronethousanddocumentsfoundeitherintheMinnesotaDepositoryoftobaccoindustrydocumentsoronthewebsiteof39,000 attorneyclientprivilegeddocuments,usingthesingleindexterm Brazil.ItishopedthatthematerialwillassisttheantitobaccomovementinBrazil,byarmingitwiththetruth, intheirownwords. +V%3 Ї2.ThebrightpictureforthetransnationaltobaccoindustryinBrazil  ThePhilipMorrisCEOIssuesBookfor1995and1996speaktothestockholderswhoseconfidencedrivesupthestockprice.InApril1995:Question IsPMmakingareasonableprofitinBrazilandotherLatinAmericanmarkets?Answer LatinAmericaisourfastestgrowingregion.Wearemakinginexcessof$250millioninoperatingincome.InFebruary1996,samequestion:Answer LatinAmericaisone[ofourfastestgrowingregionsandisanimportantpartofPMI.Wearemakinginexcessof$400million(tobacco,foodandbeer).  #  2       L    TheprobusinessWallStreetJournaldescribedtheuphillfighttheantitobaccomovementfacesinBrazil: |  #  3       t  0  Theweaknessofthelegalsystemandtheeconomicimportanceofthe$5billiondomesticcigaretteindustryweighagainstantismokingactivists.SouzaCruzON,anaffiliateofB.A.T.IndustriesPLCthatcontrols83%ofBrazilscigarettemarketisthelargestsingletaxpayerinBrazil...amount[ing]to$2.47billionin1996....PhilipMorrisCos.,whichcontrolsabout15%ofthelocalcigaretteisanothermajortaxpayer. "" Evenwhenstifflawsarepassedagainsttobacco,thearticlecontinues,theyareundercutby ubiquitouscigaretteadvertisingandthepersistenceoftheimageofsmokingaschic.Despitethetoughestantismokinglawonthecontinent, TowalkintoasmokefilledrestaurantinSanPaulotodayistoseethatthecityscrackdownonsmokinghashadnolastingimpact.3.Corporateevasion  Braziliscontemplatingalawsuitagainsttheindustry.Ithasthebenefitofseeingreamsofindustrydocuments,reportedoninabrieflikethisoneandelsewhere.Intheearly1980s,however,thenumberofimpendinglawsuitsagainstthetobaccoindustryintheU.S.  #  4      ׀causedRJR $l, toremovesecretfilesfromthecompanysofficessoastoevadediscovery.FrankG.Colby,DirectorofScientificIssues,hadtosendhisworkingdocumentsandmemosonallscientific '0!0 aspectsoftobacco,from whypeoplesmoketo passivesmokingand lungcancer(andeverythinginbetween)includingallhisRJRBrazilfilestoNewYorkCity;mostlikelyto b thelongtimetobaccoindustrycounselfirmofJacob,Medinger.   #  5      כInfact,Colbydidsomuchof (  hisworkfromthesefiles,whetheratRJRorattheliteratureretrievaldivision(LRD)oftheindustrysCouncilforTobaccoResearch(CTR),thattheirunavailabilitythreatenedhisjob: DiscussionswereheldinWashingtonwithMr.JacobandMr.Finnegan[anRJRlawyer]onϜFGCsfuturecareer,andontheconsequencesofthecutofffromtheLRDdatabase.@  #  6      כOnlya L  fewnondescriptitemsandthepreviousyearsworkwereleftbehindtobediscovered: Importantnote:Noneofthematerialleftcanbediscardedatthepresenttimebecauseofthe t  Deweysubpoena.  #  7      כThetacticworkedaslawyersforClaireDewey,forexample,wereunable r  togainaccesstothetruth,andthepresidentofRJR,EdwardA.Horrigan,couldblandlydenyanyknowledgeofeverythingthatisnowwellknown,andgetawaywithit.  #  8      כHorriganwasquite 6 familiar,ofcourse,withhiscompanysactivitiesinBrazil.4   #  9        МSJ̛JJJS4.Smokingandhealth  X{XXX{TheperformanceevaluationofFrankG.Colby,DirectorofScientificIssuesforR.J. " Reynolds,listsasthenumberoneareaofaccountability, EfficientlyprovidethetechnicalexpertisenecessaryfortheCompanytocombatantitobaccoclaims.   #  10      ׀Inthisrole,heconstantly " trackedanynewsarticles,scientificreportsorconferencesthathadanyantismokingmessagerelatedtohealth. Iamregularlyscanningnewsclippingsonsmokingandhealth,whicharesent  F& tomethroughthegoodofficesofourpeopleinRio,aswellasfromothersources.3  #  11      ׀Thefavor d wasreturnedwhenadelegateofABIFUMO(BrazilianTobaccoIndustryAssociation)requestedliteraturefromColby onsomeNEGATIVEconsequencesofsmokingcessation.5h  #  12      ׀[Emphasis (  inoriginal.]  Whilecessationmightbeseenasharmful,nosingleclaimastotheilleffectsoftobaccoϜgoesunchallenged,whetherwithincompanydocumentsorbroadcasttothepublic,media,andlegislators.6  #  13      כEachmajorcompanyseeks,acceptsorproposesalternativeexplanations,and L  Мsponsorsresearchtofindsuchmitigatingresults.#X{XXX{##ԀItwasevensuggestedthat birdkeepingmay   beassociatedwithanincreasedriskoflungcancer,andresearchfunded.ZZ7  #  14      X{XXX{ԀAlessforthebirds t  theorygoeslikethis:Therearemajorgenesthatpredisposesomesmokerstolungcancer;infact, r  thesemightbethesamegenesthatpredisposesomeonetosmokinginthefirstplace.APhilipMorrisdocumenttitled, GeneticStudiesonSmoking,8p   #  15      ׀citesseveralstudiesfromHawaiiand 6 thePacificBasin,suggestingdifferencesinlungcancerratesamongsmokersfromtheseveralethnicgroups(allatconsiderablyhigherriskthannonsmokers,however).PhilipMorrishopedtofundasimilarstudyinBrazil, wheretheracialmixisverydifferent.SearchoftheMedlinedatabaserevealsnosuchstudybeingpublishedupuntil1998.#X{XXX{w*# " 5.Brazilanepicenterofthenicotinestory  Itisalwaysaskedwhypeoplesmokeifitcausesillhealth.Thetobaccocompanieswouldliketohaveusbelievethatitisamatterof lifestylechoice(nevermindthegeneticsargument).Buttheevidenceseemsquiteclear,mostsmokersareaddictedtonicotine,somethingthe companiesalsovigorouslydeny. n# *   Brazilhasbeenfertilesoilforexperimentsinmanipulatingnicotineincigarettes.Recall theWallStreetJournalarticle:betweenPhilipMorrisandBritishAmericanTobacco,transnationalsnowdominatethecigarettemarketinBrazil.Andwhynot?Besidesthelargeandyoungpopulationtogetontocigarettes,thelaborcostsofproducingthetobaccorightonthespotarephenomenallylow.AvicepresidentofthesmallAmericanTobaccoCompany(nowpartofBAT)enviouslynotedthat, They[SouzaCruz]paytheirlaborapproximately25 anhourandtheypaythefarmerapproximately47 perpoundforthegradesoftobaccothatwebuy.Thereisplentyofroomforfinancingthecrop,overhead,andtheprofitbetweenthepricepaidtothefarmerandthe$1.93perpoundthatwepaythedealersbutthetrickisthefinancingandgettingthemoneyoutofBrazil.9  #  16      ׀ r    TheseamiersideofthestoryabouttheexploitationofBrazilsfarmershasnowbeenexposed.A1983industryjournalexplainedinnocentlyenough, TenyearsagoBrazilwasproducinginexpensivelownicotinefillerleaf.Thisyearbetween230and280millionkilogramsofsemiaromaticVirginialeafwillbeproducedinsouthernBrazil....ThecloselinkbetweenbuyersandgrowersenabledBraziltoincreaseleafexportsby350percentintenyears.:|  #  17      ׀This \ typeoftobaccohasmorenicotine,andduetotheintensifyingcompetitionbetweencigarettecompaniesforsales,itwasdecidedinthe1970stogrow amoreflavorfularomatictypeoftobaccoinBrazil,forexport.;0  #  18      ׀ "   Atjustaboutthistime,after15yearsofresearchinitsSouthamptom,UKlaboratory,B.A.T.developeditshighnicotineY1strain,withsouthernBrazilasthemajorplaceofproduction.<  #  19      ׀AnindustrychemistnotedthatincreasednicotinedeliveryoccurredbecausetheY  "( 1hadalowertarcontent,thusspeedingupnicotinesalreadyrapidabsorptionthroughthelungs. n# * =p   #  20      ׀By1990BrazilianY1cultivationreachedahighof2millionstrippounds,withthetobacco $l, exportedtotheMiddleEast,Europe,andAsia;in1996Brazilshipped3.5millionpoundsofY1tobaccototheUSA.In1994,SouzaCruz confirmeditsoldhighnicotinetobaccotoamajorcigarettemakerintheU.S.>  #  21      ׀OnewondershowmuchY1tobaccoisinBraziliancigarettes (  today.  Togivea flavorofhowindustryspeakswhenoutsidersmighthavebeenlistening,thefollowing,fromthePhilipMorrisfiles(!),isasummaryofaB.A.T.researchconferenceheldinRiodeJaneiroinAugust1983:?h  #  22       L  0  TheGroupResearchProgrammeontobaccoprocessinginBrazilhasbeenestablishedtomonitorundercontrolledconditionsthegenerationanddestructionofflavourcompoundsandprecursorsduringthewholesequenceoftobaccoprocessingfromcuringandageingtoprimaryprocessing.Interestingresultsareemergingfromthefirsttwoyearswork,andplansarenowbeingfinalisedforthenextphaseanimportantaspectofwhichwillbethedeliberatechangeinprocessvariables.[lateroninthetext:]Thebasicassumptionisthatnicotine,whichisalmostcertainlythekeysmokecomponentforsatisfaction,isfullyreleasedtothebodysystembeforeexhalationtakesplace.@  #  23      \"" Wenowknowhowtotranslatethiscode.  Nicotineenhancementhadprimarilydependedontherightcultivationandtherightblendingoftobacco. GalaxynumbersareincreasingbecauseoftwoyearsofincreasingalkaloidsinBraziliantobaccos.Inordertodeterminewhatchangeswillberequiredtomaintainacontrollednicotineprofile,threeblendsarebeingevaluated.A   #  24      ׀BrazilsMarlborodepended  F& onorientaltobaccosforits flavor,butin1979therewasashortageoftheleaf,andwhatwas availablewasofpoorquality.ArepresentativeofPhilipMorrisBrasileiraS.A.wrote, n# * 0  SomeofusthinkthatourBrazilianMarlborostillcouldbebroughtclosertothe MarlboroTaste.However,canaMarlborowithoutOrientaltobaccosbeaMarlboro?R&D,Richmond,hasbeenworkingonaflavordevelopmentprograminanattempttocompensatefortheeliminationofOrientaltobaccosinourblend.B  #  25       &""   Whatwasthis flavordevelopment?NicotineenhancementbecamepossiblebychemicalmeanswhenitwasrealizedthatincreasingthepHofthetobaccosmoke,aprocessstimulatedbyammonia,wouldincreasetheamountof freenicotineinthevaporphase,whichisthenmorerapidlyabsorbed.PhilipMorrishadstartedusingammoniainMarlborocigarettesasearlyasthemid960sintheUSA,Marlborothusbecomingtheworldsmostpopularcigarette.The flavordevelopmentprogrammighthavebeenreferringtowhattheindustrycalled ATorammoniatechnology.h  #  26      ׀Acurioushandwrittennotehasbeenfoundamongtheindustrydocumentsthat 6 readsinitsentiretyasfollows:D  #  27        0  PM1159.BrazilandChinaAmmoniaTreatment[crossedout:Brazildue.Sept87]done ^ ChinadueMay88[unreadableline][anotherhandwriting:Anyreasonnottogoaheadonboth?(otherthanwait&see)[unreadableline]111286 "" 6.Marketingtoyouth  Theyoungerasmokeris hookedontobacco,themorelikelyheorshewillbealongtimeuser.Theindustrysteadfastlydeniesmarketingtoanyoneunder18yearsofage,whileX{XXX{hose  F& 18to21areknownas youngadults.TherealfactisrevealedinaPhilipMorrismarketingpresentation,January1987,inBrazil,whereL&Mis centeredonBLowandCSocialClassSmokers,offers abrandwithinternationalheritage(look)alignedwiththesocioculturalscenarioofvalueforindividualexpression...markingthecurrentlifestyleoftheyoungconsumer.Justtobesurewhatismeantby socioculturalscenarioageographicmapisofferedonthenextpagelistingsuchitemsas polysensuality, indetermination, irrational, rej.of ("2 authoritarianism, newautonomy, searchforchange, sens.tofailure, sens.toviolence, hedonism, sens.tosoc.pressure, sens.tomanip., plasticity, needforroots, blushingofsexes,andotherattributesthatdescribeperfectlytheadolescentinturmoil.Moreover,thecigarettewouldbepositionedasa brandwithapricebenefit,i.e.affordablebythetargetmarketdescribed.  #  28           In1994thePhilipMorrismarketingstrategycontinuestotarget newyoungsmokerswithMarlboro,which reflectsmasculinevalues[the]targetaspiresto.Thecampaignwilluse traditionalcowboy/countryproprietorshipcombinedwithmotorsportprograms,andMarlborosummerandwintercamps, withdifferentactivitiestothetarget.Itisabundantlyclearthatthis newyoungsmokerisunder18byhowtheotherPMbrandsarepositioned:L&MLights#X{XXX{tJ#Ԁare r  marketedtothe youngadult...1834;Larkto adults(25/34);andDallasto adultsover25.X{XXX{|  #  29      ׀ 8  МInanycase,itiswellknownthatoverthreefourthsofadultsmokersstartedinadolescence.  Theindustryisendlesslyadroitingettingitspositiveimagebeforeyouthandthepublicingeneral.In1993PhilipMorrisInternationalcreatedatelevisioncommercialforseveralLatinAmericancountries,includingBrazil,called Matches.Thecommercialissimilartowhatisbeingtriedoutin19981999intheUSbythesamecompany,appealingtoteenagersnottosmokeuntiltheyareadultenoughtomakethechoice. Smokingisanadultdecision.Thevisuals,incartoonformat,includedacigarette,alightedmatch.#X{XXX{R#X{XXX{ԀThosenormallysuspiciousofanyindustry " advertisingpointoutthatthisapproachbothcreates goodwillforPhilipMorrisamongadults,andplacesthecompanysname,product,andfriendlyfacerightinfrontofadolescentswhoareeagertobeindependentassoonaspossible.EvaluationoftheadinBrazil(twogroupinterviewsand20indepthindividualinterviews)confirmedthatsuchsuspicionswerejustified. Thecampaignmayevensuggestthatthecigarettesmadebythismanufacturerwouldbelessharmfultohealth,thereportconcluded.,  #  30      כ 2&.   Braziliansmayhavethelastlaugh.AMay1994 PublicIssuesBenchmarkStudyinLatinAmericawascommissionedbyPhilipMorrisCompanies.Onascaleofonetoten,boththegeneralpublic(GP)andopinionleaders(OL)inBrazilrankedcigaretteadvertisementsand X*#4 cigarettecompaniestheleasttruthfulorcredibleasasourceofinformation:GP3.2and3.6,OL2.4and2.9;thefamilydoctorscoredhighest,GP8.7,OL8.1,whileantitobaccogroupscameinthird,amerefractionofapointbehindfamilyandfriends,GP7.4,OL6.6.   #  31       (  #X{XXX{GU#7.Recruitmentofscientistsandphysiciansasexpertconsultantsfortheindustry  Butinformationispower,andtheindustryconstantlyseeksinbfluentialsourcesofinformationthatappeartobeindependentoftheindustry.A1988B.A.T.memoofagatheringofthemajortobaccocompanieslaysouttheexplicitstrategyforscreeningandrecruitingtopϜmedicaldoctorsandscientistswhowillpresentinformationfavorabletotheindustry.-|  #  32      כInrecent t  years,fewersuchcredibleeminencescanbefoundtosuggestthatsmokingisnotbadforoneshealth.Thebattlegroundhasshiftedto passiveorsecondhandsmoke,whattheindustrycallsenvironmentaltobaccosmoke(ETS).AtthemeetingthePhilipMorrisrecruitmentstrategywasdescribTrTedasthe0  selection,inallpossiblecountries,ofagroupofscientistseithertocriticallyreviewthescientificliteratureonETStomaintaincontroversy,ortocarryoutresearchonETS.ϜThemechanismbywhichtheyidentifytheirconsultantsisasfollows:theyaskacoupleofscientistsineachcountry...toproducealistofpotentialconsultants.ThescientistsarethencontactedbythesecoordinatorsorbythelawyersandaskediftheyareinterestedinproblemsofIndoorAirQuality:tobaccoisnotmentionedatthisstage.CVsareobtainedandobvious antismokersorthosewith unsuitablebackgroundsarefilteredout.Theremainingscientistsaresentaliteraturepackcontainingapproximately10hoursreadingmatterandincluding antiETSarticles.Theyareaskedforagenuineopinionasindependentconsultants,andiftheyindicateaninterestinproceedingfurtheraPhilipMorrisscientistmakescontact.PhilipMorristhenexpectthegroupofscientiststooperatewithintheconfinesofdecisionstakenbyPMscientiststodeterminethegeneraldirectionofresearch,whichapparentlywouldthenbe filteredbylawyerstoeliminate areasofsensitivity.Theirideaisthatthegroupsofscientistsshouldbeabletoproduce X*#4 researchorstimulatecontroversyinsuchawaythatpublicaffairspeopleintherelevantcountrieswouldbeabletomakeuseof,ormarket,theinformation. ""    RJRhadalreadyproposedalesssophisticatedmethodin1979.FrankColbysuggestedϜtryingtoneutralizewhatheperceivedtobeanantismokingtrendinBrazilbecauseofconcernabouthealth:0  RJRBrazilpersonnel[should]trytofindamongtheirpersonalacquaintances,oneormoreBrazilianphysicianswhohadanopenmindonthesmokingandhealthcontroversy.This(orthese)physician(s)inturnwouldtrytofindoneormoreBrazilianmedicalUniversityprofessorswhohadasimilarattitude.Otherthingsbeingequal,itwouldbedesirabletoselectthemostprominentofthoseprofessors.W/WWW  #  33      כ8 "" Colbywouldthenspeaktotheseprofessorsandturnthemtotheindustryposition.By1981,theideatookshapeUinaPhilipMorrisUVasaVproject,to Identifyandorientexpertsonpublicsmokinginlessdevelopedcountries,beginningwithBrazilorArgentinabecauseoftheiractiveNationalManufacturersAssociation(NMA),whosestaffwoulddotherecruitment.W0|WW|W  #  34      כ \   In1982,ColbymetMr.PolychronofABIFUMO,urgingtheindustrytomaketheirownconnectionstotheBrazilianmedicalestablishment,andperhapsthenfundsomeofthephysicianstodoresearch, atleastonamodestscale.20  #  35      ׀InafollowuplettertoCarlosJardimofRJR " МTabacosdoBrasil,Ltd.ColbypresentedalistoftwentyBrazilianauthorsandwhattheyhadbeenworkingon(usingNIHdatabases),suggestingwhichonesmightbesuitabletoapproach.Inonecase,aDr.A.P.M____ seemstohaveaverystrongantismokingpositionandshould,inmyjudgment,notbeapproachedunlessthereisagoodpipelinetohim,sothatonemighttrytoconvincehimthathiscurrentstanceisquiteunreasonable.4  #  36      ׀ColbyremindedJardimthatin $l,  respecttofundedresearches, completescientificobjectivityandtotalintegritybythegrantees 2&. areindispensable.Onebelievesthislastiswrittenforthelegalaudience,givenColbyspersonnelperformancerequirement. ̜8.Summary  ThetobaccoepidemicinBrazilwillgrowforsometimetocome,theprevalenceofsmokingincreasingparticularlyamongtheyoungandwomen.Asthirdlargestproducerandsecondlargestexporteroftobacco,Brazilistiedtotheindustryworldwide.However,anincreasingawarenessisbeginningtoemergeoftheharmitdoestoBrazilians,especiallyamongnongovernmentalorganizations.Changeisinevitable,especiallyasBrazilantitobaccoforcesbecomelinkedtoothersinallnations,andasinformationabouttheindustrystacticscontinues%  toberevealed.