"It's a pretty significant moment," the American Cancer Society's Cliff Douglas said. "This is the first time they have had to âfess up and tell the whole truth." The Justice Department started its racketeering lawsuit against the tobacco companies in 1999, seeking to force them to make up for decades of deception. Federal district judge Gladys Kessler ruled in 2006 that they'd have to pay for and place the ads, but the companies kept tying things up with appeals. "Employing the highest paid lawyers in America, the tobacco companies used every tool at their disposal to delay and complicate this litigation to avoid their day of reckoning," Douglas added.
The ads will inform Americans TV viewers that "More people die every year from smoking than from murder, AIDS, suicide, drugs, car crashes, and alcohol, combined," according to one of the ads." Besides $170 billion every year in medical costs -- plus another $156 billion in lost productivity -- roughly one in five deaths in America are smoking-related, according to the Centers for Disease Control and Prevention, with cigarettes killing 480,000 Americans every year.