Tobacco Boss: Cigarettes ‘Might Have’ Killed 100,000 Philip Morris Chairman Acknowledges Hazard

The chairman and CEO of Philip Morris Cos. said Thursday that cigarettes “might have” killed 100,000 Americans, the first time an executive with the nation’s largest cigarette maker has acknowledged a possible link between smoking and death.

The remark by Geoffrey Bible comes as Congress prepares to consider a $368 billion settlement that would wipe out most lawsuits against the industry.

Bible made the statement toward the end of 90 minutes of questioning by Ron Motley, an attorney for the state of Florida, which is suing the tobacco industry for $12.3 billion for the public cost of smoking-related illnesses.

Florida was the first of 40 states suing the major tobacco companies to bring a case to trial. Attorneys said they plan to prove the industry manufactured a defective product and deceived the public about smoking’s dangers.

“I was impressed with the man’s candor,” said Motley, who on Friday will question Steven F. Goldstone, chairman and chief executive of RJR Nabisco.

Peter Bleakley, who represents Philip Morris and is the lead defense attorney in the Florida lawsuit, played down the significance of Bible’s comments, which came as jury selection was ending its third week.

“I thought it was pretty uneventful,” he said.

Motley called the comments a major concession. Aside from one industry maverick, Bennett LeBow, no top tobacco executives have conceded unequivocally that a single death has been caused by cigarette smoking.

LeBow, chief of the smallest of the major cigarette makers, Liggett Group, has said that cigarettes kill and are addictive.

In contrast, Alexander Spears, Lorillard chairman and CEO, said in April, “I don’t think any of them (Americans) die of diseases caused by cigarette smoking.”

During the deposition, Motley asked Bible: “Would Philip Morris agree that a single American citizen who smokes their products for 30 or more years, a single one, has ever died of a disease caused in part by smoking cigarettes?”

Bible answered, “I think there’s a fair chance that one would have, might have.”

Motley followed up, “How about a thousand?”

Bible said, “Might have.”

Motley pressed, “How about 100,000?”

Bible said, “Might have.”

Until now, James Morgan, president of Philip Morris’ tobacco unit, was the company’s highest-ranking executive to be questioned in a cigarette lawsuit. In April, he said, “Cigarette smoking may possibly cause cancer.” Previously, Morgan had said in a deposition that cigarettes were no more addictive than Gummi Bears candy.

Public health officials estimate 450,000 Americans die each year from illnesses caused by smoking and secondhand smoke.

He claims Bible conceded Philip Morris uses advertising to attract new smokers - something the industry has denied doing for decades.

Motley asked: “How do you get a nonsmoker to start smoking your brand? By advertising?”

Bible responded: “We don’t. But they need to have a certain awareness that the brand exists.”

Motley said: “How do you get that awareness? You do that by advertising, correct?”

Bible said, “Well, yes, advertising, sponsorship.”

Bible also said if he were convinced cigarettes were a cause of lung cancer, he would halt production.

Bible, 60, who smokes the company’s best-selling Marlboro brand, denied the industry would adjust nicotine levels to boost its addictive qualities, as prosecutors contend.

Bible said cigarettes were not “pharmacologically addictive,” but could cause people to be hooked in a “behavioral” way.

Bible earned $3 million plus stock options last year running the company that makes cigarettes, Miller beer and food under the Kraft and General Foods brands.

About half of the company’s $69 billion annual revenue comes from cigarettes. Philip Morris accounts for about 48 percent of the domestic market.

In a related development, 20 state attorneys general have formally asked the White House to exempt Liggett from payments under the proposed tobacco settlement.