Philip Morris Inc. (PM), America’s largest cigarette producer, has decided to turn over a new leaf and clean up its public image.

“For too long we have let others define who we are,” trumpeted PM’s Steven Parrish, sounding more like a civil rights activist than a corporate bigwig. Of course, this begs the question: What — or “who” — is Philip Morris?

The company is ready with a shrewdly crafted answer. An extensive campaign of advertisements and television spots celebrating PM’s philanthropic involvements says, in effect: “Yes, our cigarettes happen to contribute to more than 400,000 smoking-related deaths a year. But, hey — look over there! We care about domestic violence, teenage smoking, hunger and disaster relief.” The public should know one thing about Philip Morris Inc. by now: This company mastered the art of spin back in the 1950s.

Has Philip Morris allowed “others” to define the company for far too long? Hardly. The company has engaged in decades of deception about the hazards of cigarette smoking. Its new face-lift hasn’t removed those smoking-induced wrinkles.

Rather, it’s America’s ties to the tobacco industry that has defined — and defied — public health efforts against cigarette smoking for far too long. Certainly, Philip Morris’s admission sets an industry precedent. But, aside from its shock value, how much does it actually contribute to the public’s health?

But all of President Clinton’s “shoulds” were clear long before Philip Morris decided to come clean. Why are we dependent on this company’s delinquent admission to lead us into action against smoking? President Clinton wrongly focuses on what tobacco companies, not what federal and state initiatives or even public health authorities, should do to discourage youth smoking.

Billions of dollars annually have been generated through cigarette taxes, and last year’s $246-billion-dollar state Medicaid settlement promises even more. With the latest federal lawsuit in motion against the industry, billions might be added to the pot. Yet, despite all the fanfare about protecting our children, only a sliver of these winnings will be devoted to reducing youth smoking.

Big government is in partnership with big tobacco. As long as America remains reliant on precious tobacco revenue, the incentive for states or Congress to significantly curb tobacco use is weakened. So our Congressional representatives, senators and state legislators ask: “Why not let the cigarette companies set the tone for tobacco control? They are sure to fall just short enough to protect their, and our, profits.”

The token gestures of politicians and Philip Morris are reminiscent of a World Wrestling Federation match. It looks like federal and state officials have the tobacco companies in a headlock. And public health groups are standing on the sidelines waiting for the referee to call the winner. But rest assured, folks — it’s only a show.

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