People ex rel. Lockyer v. R.J. Reynolds Tobacco Co.

107 Cal. App. 4th 516, 132 Cal. Rptr. 2d 151, 2003 Daily Journal DAR 3472, 2003 Cal. Daily Op. Serv. 2703, 2003 Cal. App. LEXIS 456
CourtCalifornia Court of Appeal
DecidedMarch 27, 2003
DocketNo. D039485
StatusPublished
Cited by99 cases

This text of 107 Cal. App. 4th 516 (People ex rel. Lockyer v. R.J. Reynolds Tobacco Co.) is published on Counsel Stack Legal Research, covering California Court of Appeal primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
People ex rel. Lockyer v. R.J. Reynolds Tobacco Co., 107 Cal. App. 4th 516, 132 Cal. Rptr. 2d 151, 2003 Daily Journal DAR 3472, 2003 Cal. Daily Op. Serv. 2703, 2003 Cal. App. LEXIS 456 (Cal. Ct. App. 2003).

Opinion

Opinion

KREMER, P. J.

Defendant R.J. Reynolds Tobacco Company (Reynolds) appeals a summary judgment favoring plaintiff the People of the State of California on the People’s complaint for enforcement of a master settlement agreement (MSA). Reynolds contends the court erred in concluding Reynolds violated an MSA provision limiting outdoor advertising of tobacco [520]*520products. Since Reynolds has not demonstrated reversible error, the summary judgment must be upheld.

I

Introduction

We review the summary judgment de novo. (Sambrano v. City of San Diego (2001) 94 Cal.App.4th 225, 235 [114 Cal.Rptr.2d 151].) Further, the “interpretation of a contract is subject to de novo review where the interpretation does not turn on the credibility of extrinsic evidence.” (Morgan v. City of Los Angeles Bd. of Pension Comrs. (2000) 85 Cal.App.4th 836, 843 [102 Cal.Rptr.2d 468]; Centex Golden Construction Co. v. Dale Tile Co. (2000) 78 Cal.App.4th 992, 996 [93 Cal.Rptr.2d 259].)1

Tobacco product manufacturer Reynolds promoted its tobacco products in California.2 As part of Reynolds’s promotion of its Winston brand of cigarettes, Reynolds sponsored the NASCAR3 Winston Cup Series, a series of races characterized by Reynolds as a “year-long points competition” where competitors in various venues in the United States vied for points needed to win awards. Events comprising a portion of the Reynolds-sponsored NASCAR Winston Cup Series were held at the Sears Point Raceway (Sears Point) in Northern California.4

In November 1998 Reynolds and the People signed the MSA that settled the People’s litigation against various tobacco product manufacturers, including Reynolds.5 Further, the parties stipulated to entry of a consent decree and final judgment. As part of the consent decree, the Superior Court of San Diego County approved the MSA (People v. Philip Morris, Inc. (1998, No. JCCP4041)). The court also retained exclusive jurisdiction for purposes of implementing and enforcing the MSA.

The MSA placed various detailed express restrictions on Reynolds’s advertising and marketing practices. However, despite generally banning all [521]*521billboard and other outdoor advertising of tobacco products, the MSA expressly permitted Reynolds to continue to promote and advertise its NASCAR Winston Cup Series as a “Brand Name Sponsorship.” Eventually, a dispute arose between the parties about whether by not removing some outdoor advertising signs mentioning Winston at Sears Point, Reynolds violated the MSA’s limitation on outdoor advertising.

In March 2001 after communications between the parties failed to resolve the matter, the People brought this litigation against Reynolds to enforce the MSA and obtain relief for Reynolds’s alleged violation of the MSA’s restrictions on outdoor advertising. Ultimately, the superior court granted the People’s motion for summary judgment against Reynolds. Reynolds appeals.

II

Language of the MSA

A

Outdoor Advertising Limited

The MSA’s subsection 111(d), entitled “Elimination of Outdoor Advertising and Transit Advertisements,” provided in relevant part: “Each Participating Manufacturer shall discontinue Outdoor Advertising[6] . . . advertising Tobacco Products within the Settling States as set forth herein. [Tf] (1) Removal. Except as otherwise provided in this section, each Participating Manufacturer shall remove from within the Settling States within 150 days after the MSA Execution Date all of its (A) billboards (to the extent that such billboards constitute Outdoor Advertising) advertising Tobacco Products; (B) signs and placards (to the extent that such signs and placards constitute Outdoor Advertising) advertising Tobacco Products in arenas, stadiums, shopping malls and Video Game Arcades .... [If] (2) Prohibition on New Outdoor Advertising and Transit Advertisements. No Participating Manufacturer may, after the MSA Execution Date, place or cause to be placed any new Outdoor Advertising advertising Tobacco Products . . . within any Settling State.”

[522]*522B

Some Tobacco Brand Name Sponsorships Allowed

(1)

Brand Name Sponsorships Defined

In relevant part, the MSA’s subsection II(j) defined “ ‘Brand Name Sponsorship’ ” as “an athletic, musical, artistic, or other social or cultural event as to which payment is made (or other consideration is provided) in exchange for use of a Brand Name[7] or Names (1) as part of the name of the event or (2) to identify, advertise, or promote such event or an entrant, participant or team in such event in any other way. Sponsorship of a single national or multi-state series or tour (for example, NASCAR (including any number of NASCAR races)), or of one or more events within a single national or multi-state series or tour, or of an entrant, participant, or team taking part in events sanctioned by a single approving organization (e.g., NASCAR or CART), constitutes one Brand Name Sponsorship.”

(2)

Tobacco Brand Name Sponsorships Limited

The MSA’s subsection III(c), entitled “Limitation of Tobacco Brand Name Sponsorships,” provided in relevant part: “(1) Prohibited Sponsorships. After the MSA Execution Date, no Participating Manufacturer may engage in any Brand Name Sponsorship in any State consisting of: [f] (A) concerts; or [If] (B) events in which the intended audience is comprised of a significant percentage of Youth; or [|] (C) events in which any paid participants or contestants are Youth; or [f] (D) any athletic event between opposing teams in any football, basketball, baseball, soccer or hockey league. [If] (2) Limited Sponsorships, ftf] (A) No Participating Manufacturer may engage in more than one Brand Name Sponsorship in the States in any twelve-month period (such period measured from the date of the initial sponsored event), [t] • • • [f] (3) Related Sponsorship Restrictions. With [523]*523respect to any Brand Name Sponsorship permitted under this subsection (c): [T[] (A) advertising of the Brand Name Sponsorship event shall not advertise any Tobacco Product (other than by using the Brand Name to identify such Brand Name Sponsorship event); [f] . . . [f] (E) nothing contained in the provisions of section 111(d) [eliminating most outdoor advertising] shall: . . . (ii) apply to Outdoor Advertising advertising the Brand Name Sponsorship, to the extent that such Outdoor Advertising is placed at the site of a Brand Name Sponsorship no more than 90 days before the start of the initial sponsored event, is removed within 10 days after the end of the last sponsored event, and is not prohibited by subsection (3)(A) above.” (Italics added.)

Ill

Discussion

Reynolds contends its advertising in California of the NASCAR Winston Cup Series complied fully with the MSA’s restrictions on outdoor advertising. However, the People contend Reynolds violated the MSA’s provisions involving the length of time that Reynolds’s advertising signage was allowed to be posted at Sears Point.

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107 Cal. App. 4th 516, 132 Cal. Rptr. 2d 151, 2003 Daily Journal DAR 3472, 2003 Cal. Daily Op. Serv. 2703, 2003 Cal. App. LEXIS 456, Counsel Stack Legal Research, https://law.counselstack.com/opinion/people-ex-rel-lockyer-v-rj-reynolds-tobacco-co-calctapp-2003.