This brief Philip Morris strategy document about Switzerland (dated circa 1992-94) describes PM's concern with the declining social acceptability of smoking:
"The level of social acceptability determines to a large extent the success or failure of all types of anti-tobacco proposals and measures, affecting production, marketing, consumption and, overall, market size..."
PM outlines a strategy to fight the decline in social acceptability in Switzerland. One lofty company objective was "to lead politicians to reorder their priorities," and another was "to restore and strengthen smokers' confidence."
The plan includes performing surveillance on public health groups and government officials, and organizing symposia on "socio-political themes like tolerance, freedom of speech, scientific research and communication, the nanny state, health engineering and personal happiness." Other activities were to "apply overall government relations plan, based on the objectives and action lines of preserving and restoring social acceptability of smoking," "exploit the limited potential offered by the Swiss Smokers Club and strive to develop alternative organisation," and "neutralise activities driven by anti-tobacco zealots."
This document shows Philip Morris' combative attitude towards the declining social acceptability of smoking, and how unwilling the company has been to let nature take its course.