title: From adversary to target market: the ACT-UP boycott of Philip Morris.
abstract: BACKGROUND
  In 1990, the AIDS Coalition to Unleash Power (ACT-UP) sparked a year long boycott of Philip Morris's Marlboro cigarettes and Miller beer. The boycott protested the company's support of Senator Jesse Helms (R-North Carolina), a leading opponent of AIDS funding and civil rights for lesbian, gay, bisexual and transgender (LGBT) people. ACT-UP demanded that Philip Morris sever its ties with Helms and acknowledge its responsibility to the LGBT community and to people with AIDS.
  
  
  OBJECTIVE
  To assess the impact of the boycott on the LGBT community, the tobacco industry, and the tobacco control movement; and to determine what lessons tobacco control advocates can extract from this case.
  
  
  METHODS
  Internal tobacco industry documents and newspaper archives.
  
  
  METHODS
  Search of tobacco industry documents websites using "boycott", "ACT-UP", "gay", and other terms.
  
  
  RESULTS
  Philip Morris used the boycott to its own advantage. It exploited differences within the community and settled the boycott by pledging large donations to combat AIDS. Through corporate philanthropy, Philip Morris gained entrée to the LGBT market without appearing gay friendly. Many LGBT organisations, thirsty for recognition and funding from mainstream corporations, welcomed Philip Morris's overtures without considering the health hazards of tobacco.
  
  
  CONCLUSIONS
  Unless the goal of a boycott is to convince the tobacco industry to abandon tobacco altogether, such actions invite the industry to expand its marketing under the guise of philanthropy. Tobacco control advocates should be clear about goals and acceptable settlement terms before participating in a boycott of a tobacco company.
authors.affiliation: University of California, San Francisco, USA. naph@itsa.ucsf.edu
authors.forename: N
authors.initials: N
authors.lastname: Offen
authors.forename: E A
authors.initials: EA
authors.lastname: Smith
authors.forename: R E
authors.initials: RE
authors.lastname: Malone
mesh_terms: D000163:Acquired Immunodeficiency Syndrome / Q000191:economics; D003657:Decision Making; D006716:Homosexuality; D007400:Interprofessional Relations; D040541:Marketing; D011057:Politics; D011406:Propaganda; D012109:Research Support as Topic; D012907:Smoking / Q000523:psychology*; D019460:Tobacco Industry