The classic American struggle between the public interest and
corporate interests is perhaps nowhere better illustrated than in
the decades-long struggle between the tobacco industry and
advocates for public health. The failure of the "global settlement"
legislation is now viewed by many public health experts as an
historic missed opportunity, and in this extraordinary book, "Smoke
in Their Eyes, " Michael Pertschuk brilliantly describes the forces
brought to bear.
A lifelong public health leader and tobacco control advocate,
Pertschuk provides uncommon insight into the movement and its
opposition. Questions that reveal themselves here can be applied to
public advocacy as a whole: how can movement leaders gauge and best
employ popular support? Who has legitimacy to speak on behalf of a
particular public cause? And perhaps most crucially, how is it
possible for those whose cause is a moral one to strike political
compromise? With a narrative as compelling as the issues it raises,
"Smoke in Their Eyes" will be of great interest to everyone from
students of public advocacy and political science to general
readers.
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