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Because it can be hard to establish the brand of cigarette a person smoked decades ago, the strategy often succeeds

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[141] As scientific evidence mounted in the 1980s, tobacco companies claimed contributory negligence in litigation, arguing the adverse health effects were previously unknown or lacked substantial credibility

CVS Caremarks decision in February marked a major turn for one of the countrys biggest healthcare companies, which said it was giving up about $2 billion in annual sales, or about 1.6% of the companys 2012 revenues