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Elizabeth A. Smith, PhD and Ruth E. Malone, PhD, RN

Elizabeth A. Smith is with the Department of Social and Behavioral Sciences, School of Nursing, University of California, San Francisco. Ruth E. Malone is with the Department of Social and Behavioral Sciences, School of Nursing, and the Center for Tobacco Control Research and Education, University of California, San Francisco.

Correspondence: Requests for reprints should be sent to Elizabeth A. Smith, PhD, Department of Social and Behavioral Sciences, Box 0612, Laurel Heights Campus, University of California San Francisco, San Francisco, CA 94143 (e-mail: libbys{at}itsa.ucsf.edu).

Philip Morris Companies, the world’s largest and most profitable tobacco seller, has changed its corporate name to The Altria Group. The company has also embarked on a plan to improve its corporate image.

Examination of internal company documents reveals that these changes have been planned for over a decade and that the company expects to reap specific and substantial rewards from them.

Tobacco control advocates should be alert to the threat Philip Morris’s plans pose to industryfocused tobacco control campaigns.

Company documents also suggest what the vulnerabilities of those plans are and how advocates might best exploit them.

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