Jump to full article: Law.com, 2009-09-21
Author: Amanda Bronstad
Intro: Last month, a Los Angeles jury awarded $13.8 million in punitive damages to the daughter of Betty Bullock, a smoker who had sued Philip Morris USA Inc. before she died of cancer. It was a huge loss -- for the plaintiff.
Just seven years before, a different jury in the same case had awarded a record $28 billion in punitives. Philip Morris appealed that blow, and eventually a California appellate court ordered a retrial, leading to the much diminished result of Aug. 24.
What happened between 2002 and last month? Bullock's lawyer, Los Angeles solo practitioner Michael Piuze, did not return calls seeking comment. But Charles Tauman, president of the plaintiff-friendly Tobacco Trial Lawyers' Association, said he had spoken to Piuze, who "felt that the jury that he had was of a different character than the one ... in the original Bullock case. He felt they were harsher and less willing to be sympathetic."
Lawyers on both sides of smoker cases say Piuze's experience is unique only in the magnitude of the lost award. Hard statistics on recent personal injury lawsuits against tobacco companies are difficult to come by, but the anecdotal evidence about punitive damages is growing. Jurors today are less willing to impose severe punishment than jurors just a decade ago.
Lawyers point to changed practices and fading memories, as well as limits on punitives imposed by the U.S. Supreme Court. The major tobacco companies altered their marketing practices following the 1998 master settlement agreement with most states. Younger jurors never knew or retain only dim memories of an era when cigarette packages didn't feature dire health warnings and tobacco executives played down the dangers of their products.
"They're not the evil empire anymore," said Madelyn Chaber . . .
By the time Chaber retried that case in 2007, she found herself in what she called "an entirely different world." Jurors voted for just $250,000 in punitive damages against R.J. Reynolds and rejected punitives against Philip Morris.
"The jury was basically: 'This is old news -- we've heard this and everybody knows it's dangerous,' " Chaber said.
Also, Philip Morris (now part of Altria Group Inc.) is a "changed company," said Murray Garnick
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