Marketing

Gloria Tucker's mother and grandmother both smoked cigarettes. Both died from smoking-related health problems. An African American woman, Tucker believes that her loved ones' deaths were due to "racial profiling" by big tobacco companies. And she's got the documents to prove it.

On June 7, Miami attorney J.B. Harris filed a lawsuit on Tucker's behalf. The suit seeks $1 billion in punitive damages collectively from Philip Morris USA, Lorillard Tobacco, R.J. Reynolds, and Liggett Group. It accuses the companies of using predatory marketing techniques to target African Americans. Central to the case are hundreds of tobacco industry documents that detail how companies designed cigarettes especially for African Americans; tailored marketing campaigns to lower-income, less-educated African Americans; and continued to do so long after the U.S. Surgeon General's 1964 declaration that cigarettes are hazardous to health.

If you think the U.S. tobacco industry is bad, you'll find the behavior of many of the same companies overseas to be truly shocking.

Happily, the industry is beginning to be held accountable for its operations in the Global South. Nigeria's two largest states are following the lead of U.S. states, in suing British American Tobacco (BAT) of Nigeria, its U.K. parent company and Philip Morris International for the health care costs of treating sick smokers, The Times of London reported this week.

The new lawsuits demonstrate the importance of the online public databases of previously secret tobacco industry documents. The 1998 U.S. Master Settlement Agreement required major tobacco companies to reveal millions of pages documenting unethical -- and even illegal -- marketing, public relations and lobbying campaigns. A lesser-known treasure trove is the British American Tobacco Documents Archive, which has made some seven million pages of BAT documents freely available. These documents are of particular importance to countries like Nigeria.