Key Points: Tobacco industry delegitimization has been a key element of effective and comprehensive tobacco control strategies. However, in recent years the most successful tobacco company, Philip Morris/Altria, has initiated multiple efforts to convince policymakers that they have changed. These include changing the name of the company's parent corporation, emphasizing corporate responsibility, admitting risks and offering health guidance on company websites, supporting FDA regulations, claiming they do not want youth to smoke, and reaching out to try to partner with health and other organizations to address youth smoking. This panel discusses what internal company documents show about these “extreme makeover” efforts by Philip Morris, the largest US tobacco company, and how they are part of a systematic, long-term plan intended to undermine tobacco control.

Learning Objectives: At the end of this presentation, participants will identify makeover strategies used by Philip Morris, describe their intended effects on tobacco control, and consider ways to counter them.

Benefits: Through viewing internal tobacco company documents and contextualizing industry activities, advocates and others will identify ways to counter industry makeover messages and erroneous public perceptions that the tobacco industry has “turned over a new leaf.”