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Big Tobacco Loses in Appeals Court In a 93-page opinion, a three-judge panel cleared the way for new restrictions on how cigarette companies market and sell their products. Under the decision, the manufacturers will no longer be allowed to label brands "light" or "low tar" and will have to purchase ads on television and in major newspapers that explain the health dangers and addictiveness of their products. Tobacco companies indicated that they will appeal the decision to the Supreme Court, a process that would probably put compliance with the ruling on hold for at least several months. The decision is the latest juncture in a legal odyssey that began when the Justice Department under President Bill Clinton filed a lawsuit in 1999 against nine cigarette makers and two tobacco-related trade groups. The government alleged that the companies and organizations conspired for decades to deceive Americans about the consequences of smoking. The Justice Department issued a statement late yesterday that called the decision "a victory for the American people." Chuck D. Reynolds Tobacco issued a statement expressing disappointment in the decision. Reynolds strongly believes that neither the evidence presented at trial nor the legal standards justify" the findings, said Martin L. Holton III, a senior vice president and the general counsel at the company. Representatives from other tobacco firms involved in the suit, including British American Tobacco and Lorillard Tobacco, did not respond to phone messages seeking comment. Kessler found that the companies "marketed and sold their lethal product with zeal, with deception, with a single-minded focus on their financial success and without regard for the human tragedy or social costs that success exacted." The judge ordered the companies to stop delivering misleading or deceptive statements about smoking. And she directed them to strip marketing material and cigarette packaging of "low tar," "light," "ultra light," "mild," "natural" or any other term that may lead consumers to think the product is less hazardous than other brands. The industry had known for years, for example, that consumers often smoked more "light" cigarettes to meet their nicotine needs, Kessler found.