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August 5, 2000

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Stevens, MSW, Tobacco Control Section, California Department of Health Services, oral communication, October 15, 2002).83 Pursue Litigation to Halt Media Campaigns Since the beginning of the tobacco control media campaign in California, the tobacco industry has entertained using legal means to halt media campaigns.83 A few days after the California media campaign launched in 1990, Kurt Malmgren, senior vice president of state activities for the Tobacco Institute, wrote to Samuel Chilcote, Jr, president of the Tobacco Institute (emphasis added): Covington and Burling [one of the tobacco industrys law firms, based in Washington, DC] and California legal counsel have been reviewing possible grounds for a legal attack on the ad program

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It is also noteworthy that attention did not mediate PHWL-only effects for any of the outcomes assessed