Pretentious Philip Morris Faces Ire - Analyst Blog
October 18 2011 - 5:45AM
Zacks
In the recent development of the
lawsuit filed against Philip Morris
Inc. (PM) in 2000, a lawmaker told the St. Louis
jury that the tobacco giant had been misleading its customers as it
fabricated its Marlboro Lights cigarettes to be safer than other
existing cigarette brands. In this pretentious move, Philip Morris
had intended to make the smokers consume larger number of
cigarettes, and subsequently it faced the class action, or group
case.
The Marlboro Lights brand
manufactured by Philip Morris had promised to deliver lesser tar
and nicotine to the users. Thus, it was being portrayed as safer
than regular cigarettes.
The claimants have demanded a
compensation of $700 million plus punitive damages. The class,
which was identified as been affected by the ill effects of the
cigarette, includes as many as 400,000 current and former Marlboro
Lights smokers.
The trial began with opening
statements last month. The plaintiff’s lawyer claim that a
“reasonable consumer" would expect that it was important to buy the
light cigarettes, based on its labeling that promised lower tar and
nicotine.
About 700 million packs of Marlboro
Light cigarettes were sold in Missouri from early 1995 until the
end of 2002, the period the suit covers. The company removed the
label of "lower tar and nicotine" from the packs in 2003 and in
2010 it stopped using the term "lights".
However, Philip Morris defended
that the packets did contain warning labels similar to those
carried by other tobacco packets. Moreover, the plaintiffs could
not prove that the Marlboro lights did not provide lesser tar and
nicotine.
Philip Morris seems to be tangled
with legal tussles, as it is the second accusation against the
company to go to court this year in Missouri over marketing
practices.
However, the company had been on
the winning side last time, as Missouri hospitals lost a jury
verdict in April in their claim that Philip Morris, R.J.
Reynolds Tobacco Co. (RAI),
Lorillard Tobacco Co. (LO) and other cigarette
makers manipulated the nicotine content in cigarettes and
misrepresented the health effects of smoking. The hospitals claimed
that the industry’s promotional activities resulted in increased
spending for unreimbursed and uncompensated tobacco-related health
care for them.
In another separate case, widow of
a man who died of lung cancer, filed a complaint in Bethel Superior
Court, of Marshall, accusing Philip Morris USA Inc. and its parent
company, Altria Group Inc., of making and marketing cigarettes even
though they knew the products were addictive and caused cancer. The
lawsuit seeks more than $100,000 on behalf of the Benjamin Francis
estate, which belonged to the dead man.
Philip Morris currently holds a
Zacks #3 Rank, which implies a short-term Hold rating. On a
long-term basis, we have a Neutral recommendation on the stock.
LORILLARD CO (LO): Free Stock Analysis Report
PHILIP MORRIS (PM): Free Stock Analysis Report
REYNOLDS AMER (RAI): Free Stock Analysis Report
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