Responsible Marketing

Direct to Consumer Safeguards

R.J. Reynolds Tobacco Company (RJRT) restricts its mailing list, communicating only to age-verified adult smokers 21 years of age or older who have certified they want to receive materials from us through the mail. We do not buy or rent lists that were developed for other purposes (e.g., magazine-subscriber lists). We believe that having controls on direct mail is vital because we sell an age-restricted product which causes disease. We don’t want to send direct-mail materials to youth, non-smokers or adult smokers who do not wish to receive mail from us. No one is added to our mailing list unless they ask to be and they can successfully pass through a system of eligibility controls.

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Advertising & Promotion

The Master Settlement Agreement that R.J. Reynolds and the other cigarette manufacturers signed in November 1998 sets forth numerous tobacco-marketing restrictions. In addition to those restrictions, R.J. Reynolds continues to follow several rules, as stated in the Voluntary Cigarette Advertising and Promotion Code, regarding cigarette advertising. (The remainder of the voluntary code was included in or superseded by the MSA.)

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Master Settlement Agreement

After many years of intense national debate, the major issues regarding cigarette marketing and underage smoking have been comprehensively addressed through a Master Settlement Agreement (MSA) signed Nov. 23, 1998, by the major U.S. tobacco companies and 46 states and a number of U.S. territories. The provisions of that settlement were similar to those in individual settlements previously reached with the other four states (Florida, Minnesota, Mississippi and Texas).

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