Our firm played an important role in the California tobacco cases that ended the “Joe Camel” campaign. The defendant’s advertising campaign targeted teens and children. As a key player in the first case challenging the “Joe Camel” campaign as a violation of California’s unfair competition/consumer protection law, we helped expose R.J. Reynolds Tobacco Company’s “youth targeting” documents – perhaps the most significant set of tobacco documents ever to be made public. R.J. Reynolds admitted that the case was “an early, significant and unique driver” that led to the phase out of the Joe Camel campaign. In related litigation, we helped recover twelve billion dollars in settlement funds for cities and counties in California.