Thinking the "unthinkable" : why Philip Morris considered quitting

(Disponible en anglais seulement.)

This research paper is a study on the effectiveness of tobacco control methods in denormalizing the tobacco industry. As evidenced by Philip Morris’ debate regarding quitting the industry, it is clear that ongoing efforts aimed at denormalizing the tobacco industry do have an effect.

http://tobaccocontrol.bmj.com/cgi/content/full/12/2/208

Comment: Proof (from a tobacco company, of all places) that denormalization works!