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Internal company documents show these campaigns to be a public relations effort to deflect the severe criticism against the industry for such successful promotions as those using the Joe Camel character, which may have hooked millions of teenagers into smoking. The court also discussed the landmark Kessler judgment of 1999, which followed a legal case brought against the tobacco companies in the US

The goal was specifically to prevent tobacco companies from offering low-cost, low-count packs that could make cigarettes more financially accessible to young, price-sensitive buyers

While retailers and industry representatives made the same tired arguments that are often made against any tobacco control policy (e.g

If necessary also in court

doi:10.5820/aian.1301.2006.52