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.
About the Author
Michael Pertschuk served as chairman of the Federal Trade Commission from 1977 to 1981, and he cofounded the Advocacy Institute. He is the author of Smoke in Their Eyes: Lessons in Movement Leadership from the Tobacco Wars and The DeMarco Factor: Transforming Public Will into Political Power (both published by Vanderbilt University Press) and three other books.