A November 27, 2009 editorial entitled A Big Loss for Big Tobacco, stated:
Last week’s $300 million verdict, which could still be reversed or reduced on appeal, provides a strong incentive for others to sue.
Big awards can send a message to the tobacco industry, or be regarded as simply a cost of doing business. Mark Gottlieb, director of the Tobacco Products Liability Project, says more class-action suits are needed, with settlements requiring the industry to finance effective counter-marketing. State settlement money pays for the hard-hitting “truth” campaign, a nationwide effort that aims to discourage young people from smoking.
While it is always nice to be mentioned an the editorial pages of a prestigious paper, what is really important is that jurors are more frequently having the opportunity to learn about the conduct of cigarette companies and, through the civil justice system, send the message that it is unacceptable.