R. J. Reynolds Tobacco Company
In 1987, RJR resurrected the mascot for their Camel brand of cigarette, Joe Camel. Joe Camel, an anthropomorphic cartoon camel wearing sunglasses, was claimed to be a ploy to entice and interest the underaged in smoking. R.J. Reynolds maintained that Joe's "smooth character" was meant only to appeal to adult smokers.
William Lerach
Lerach was appointed by President Clinton to the U.S. Holocaust Memorial Council in 1998. He was also a figure in ending the Joe Camel advertising and marketing campaign by RJ Reynolds. Lerach successfully argued the case in front of the California Supreme Court, stating that R.J. Reynolds' Joe Camel campaign constituted a fraudulent business practice because it targeted minors and induced minors and cigarette sellers to break the law.