538 



rtaction of th« guilty*. 



Hl» wiaow, oiwyn Cr«on, recall* the j rK*.re»slngly bitter fiyht« 

 bctvcon h«r husband and Um BATCO board. "They «imply ignored 



vhAt he tola tii«9". 



In 1980 Dr G^««n finally reslsned and w«nt public. M* told 

 Pancraoa: "z b«liev« tihat nrokin^ can c«ua« hArm. I'm quite cure 

 it can end do««. Znfact I quite sure it's • sajor factor in lung 

 ctnc^r In our society*. Shortly «ft«rw&rdc BAT abandoned ill 

 research into saoicing ^nd health. 



The legal doalnation of t2>« industry had placed the Ptt covpajiy. 

 Hill Knovlton, in an impossible position. The Tobacvo Institute 

 continued trt place a^ertlseatsnte saying they were actively 

 Investloati/ig the affecta of eiBoking on health but the Pft 

 profesaionale toaw tha truth. me orlqinal "FranX St«teaent" 

 strategy vae a shaa. 



HUi Knowlton arqued liercely thot a better way for th« industry 

 tv proceed wo4 to cor^oode the old products oay have soae 

 potential he.^lth risXs and to swiftly introduce now tafar 

 cigarettes. This would have the advantage <r>f being honest and 

 sight ev«A win baclc saoXer« wnc had quit. 



Hovevar tb« lawyare vould have none of it. Their view wa« the 

 ind'oatry should tough it out. Ko cuncessiona and no eafer 

 cigarattea. 



In 1970 Rill )fnowiton resigned the entire tobacco industry 

 account. Lo«t Velaans recalls the final aonthft. "Everyone was 

 frustrated. The lawyers just would not coniiidev any other 

 etretegy". 



Tgy <APTe CtSAggTTg^ 



The develoDBent of a safer cigarette had long bean an industry 

 option. Filter wi low tar cigarettes trere first introduced in 

 tha 1950'm end Initially atJvartised aa being eafer. Itien the 

 lawyers realised the«e elalBS inplied r>ther products were less 

 safe and began inaiRting on euphealypv liXa "kinder on ycur 

 throat" and "allder". 



Thace legal concerns were to dog the industry for the next thirty 

 years underaining any attoBpt to devalop a genuinely safer 

 cigaratte. 



une such attesipt vea aade by BAT in the 1970 's «ith the 

 introduction of •Hon Tobacco rtaterials". HTH was Q Icce coaplex 

 K^tarlax and less ^arAfuI thaA tobacco. 



