The Master Settlement Agreement (MSA) of 1998 imposed massive financial penalties on cigarette companies and sharply restricted their marketing and advertising. It was the culmination of years of work by state attorneys general, private law firms, and public health groups. By then—and for decades prior—no one could plausibly claim ignorance about the dangers of cigarette smoking.
The MSA was a watershed moment for public health organizations and their attorneys. It created not only a legal template but a business model. Ever since, many in public health and the legal profession have been searching for their next “tobacco.” Various industries have been targeted, but none combines the scientific certainty and documented corporate misconduct that defined the cigarette cases. Still, when a business model proves lucrative, it is hard to resist looking for new markets. Private law firms alone are estimated to have collected $12–$15 billion from the MSA.
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