In this decision of the Supreme Court of Delaware, Lorillard Tobacco challenged the advertising of the American Legacy Foundation as a violation of the 1998 Master Settlement Agreement (MSA) between 46 states Attorney Generals and the nation’s largest tobacco companies. The terms of the MSA created and funded Legacy to advocate against smoking and tobacco use, but also included limitations on how Legacy could advocate. One of the limitations was that Legacy could not participate in "vilification" or "personal attacks" of the tobacco companies or their executives. Among its advocacy efforts, Legacy developed an advertising campaign called “The Truth” (http://www.thetruth.com/) which created advertisements targeted at catching the attention of young people. Lorillard challenged the ads as a violation of the MSA, claiming they vilified and personally attacked the company and its employees. Agreeing with the Chancery Court, the Supreme Court held the advertisements did not meet the legal standard of vilification or personal attacks. While expressly excluding the dictionary citations offered by the parties, the Court looked at the use of the words in prior case law to determine their legal meaning. The Court found vilification to indicate strong negativity above disparagement and personal attacks to require specific individual targeting. Applying these definitions to the challenged advertisements the Court agreed with the summary judgment of the trial court and dismissed Lorillard’s contract claim.
Lorillard Tobacco v. American Legacy, 903 A.2d 728 (Del., 2006)
Limitations regarding the use of quotes The quotes provided here reflect statements from a specific decision. Accordingly, the International Legal Consortium (ILC) cannot guarantee that an appellate court has not reversed a lower court decision which may influence the applicability or influence of a given quote. All quotes have been selected based on the subjective evaluations undertaken by the ILC meaning that quotes provided here may not accurately or comprehensively represent a given court’s opinion or conclusion, as such quotes may have originally appeared alongside other negative opinions or accompanying facts. Further, some quotes are derived from unofficial English translations, which may alter their original meaning. We emphasize the need to review the original decision and related decisions before authoritatively relying on quotes. Using quotes provided here should not be construed as legal advice and is not intended to be a substitute for legal counsel on any subject matter in any jurisdiction. Please see the full limitations at https://www.tobaccocontrollaws.org/about.
"With the boundaries established by Section VI of the MSA in mind, we turn to whether the
advertisements before us violate that provision. They do not. The advertisements are not invidious,
disparaging, offensive, belligerent, nor fiercely or severely critical. Nor are they denouncements that are
both unfounded and abusive or slanderous. The tone of the youth in the advertisements is usually
expressly friendly or helpful, even if implicitly drawing attention to unflattering facts about past actions
of tobacco companies or their employees. The youth's messages, and thus the advertisements themselves, do not qualify as personal attacks or vilifications."
Limitations regarding the use of quotes The quotes provided here reflect statements from a specific decision. Accordingly, the International Legal Consortium (ILC) cannot guarantee that an appellate court has not reversed a lower court decision which may influence the applicability or influence of a given quote. All quotes have been selected based on the subjective evaluations undertaken by the ILC meaning that quotes provided here may not accurately or comprehensively represent a given court’s opinion or conclusion, as such quotes may have originally appeared alongside other negative opinions or accompanying facts. Further, some quotes are derived from unofficial English translations, which may alter their original meaning. We emphasize the need to review the original decision and related decisions before authoritatively relying on quotes. Using quotes provided here should not be construed as legal advice and is not intended to be a substitute for legal counsel on any subject matter in any jurisdiction. Please see the full limitations at https://www.tobaccocontrollaws.org/about.
In this decision of the Supreme Court of Delaware, Lorillard Tobacco challenged the advertising of the American Legacy Foundation as a violation of the 1998 Master Settlement Agreement (MSA) between 46 states Attorney Generals and the nation’s largest tobacco companies. The terms of the MSA created and funded Legacy to advocate against smoking and tobacco use, but also included limitations on how Legacy could advocate. One of the limitations was that Legacy could not participate in "vilification" or "personal attacks" of the tobacco companies or their executives. Among its advocacy efforts, Legacy developed an advertising campaign called “The Truth” (http://www.thetruth.com/) which created advertisements targeted at catching the attention of young people. Lorillard challenged the ads as a violation of the MSA, claiming they vilified and personally attacked the company and its employees. Agreeing with the Chancery Court, the Supreme Court held the advertisements did not meet the legal standard of vilification or personal attacks. While expressly excluding the dictionary citations offered by the parties, the Court looked at the use of the words in prior case law to determine their legal meaning. The Court found vilification to indicate strong negativity above disparagement and personal attacks to require specific individual targeting. Applying these definitions to the challenged advertisements the Court agreed with the summary judgment of the trial court and dismissed Lorillard’s contract claim.