What are the non-financial benefits of the settlement?
In addition to the financial obligations imposed on the settling defendants, there are restrictions on advertising such as the use of cartoon and outdoor advertising, restrictions on brand name sponsorship, e.g., Winston car races, and advertising targeted toward youth. Many of these non-economic restrictions are being worked out in practice. What generally happens is that a state observes what appears to be a violation of the MSA, such as the use of a cartoon character to advertise cigarettes, and brings the practice to the attention of the defendants with a demand to cease the practice. The settling manufacturer then responds, generally denying a violation but stopping that particular advertisement nonetheless, and moves onto a different advertising campaign. We foresee that implementing these restrictions will be continually evolving.
