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In 1969, U.S. Supreme Court applies the Fairness Doctrine to cigarettes, giving tobacco control groups "equal time" on the air to reply to tobacco commercials. and that is the same year that the 4th Surgeon General's Report: The Health Consequences of Smoking: 1969 Supplement to the 1967 Public Health Service Review Confirms link between maternal smoking and low birth weight.

It was not until 1970, that the warning, "Warning: The Surgeon General Has Determined That Cigarette Smoking Is Dangerous to Your Health." actually was mandated to be placed on cigarette packs.

In the 70's PM scientist Al Udow writes memo stating that rival brand Kool had the highest nicotine "delivery" of any king-size on the market. "This ties in with the information we have from focus group sessions and other sources that suggest that Kool is considered to be good for 'after marijuana' to maintain the 'high' or for mixing with marijuana, or 'instead." He wrote that Kool's high nicotine is a reason for its success, and that "we should pursue this thought in developing a menthol entry. . . The lessened taste resulting from the lowered tar can be masked by high menthol or other flavors. Many menthol smokers say they are not looking for high tobacco taste anyway. . . A widely held theory holds that most people smoke for the narcotic effect (relaxing, sedative) that comes from the nicotine. The 'taste comes from the 'tar' (particulate matter) delivery. . . . Although more people talk about 'taste,' it is likely that greater numbers smoke for the narcotic value that comes from the nicotine."

It kept going despite the increased warnings and studies, in the 80's Superman II: Lois Lane lights up. In fifty years of comic book appearances, Lois Lane never smoked. For a reported payment of $42,000, the company purchases 22 exposures of the Marlboro logo in the movie featuring the children's comic book hero, and Lois Lane, strong role model for teenage girls, gets a Marlboro pack on her desk and begins chain smoking Marlboro Lights. At one point in the film, a character is tossed into a van with a large Marlboro sign on its side, and in the climactic scene the superhero battles amid a maze of Marlboro billboards before zooming off in triumph, leaving in his wake a solitary taxi with a Marlboro sign on top. The New York State Journal of Medicine published an article titled "Superman and the Marlboro Woman: The Lungs of Lois Lane." Throughout the 80s, "Superman II" is frequently re-run on TV in

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