News and Events

Tobacco Industry Whistle-Blower, Dr. Victor DeNoble, Visits Bradford County
September 19, 2014

On Friday, September 19, the Bradford County Tobacco Free Partnership and the Bradford County SWAT youth hosted presentations by Victor J. DeNoble, Ph.D.  at Bradford High School. Dr. DeNoble spoke to al 9th, 10th and 11th grade students in three separate presentations.

Dr. Victor DeNoble

Victor J. DeNoble, Ph.D. has been giving presentations to youth and adults for nearly two decades.  His compelling story starts when he was recruited to develop a safer cigarette for Philip Morris in the 1980’s. In his secret research laboratory, he studied nicotine’s effects on the central nervous system and was successful in developing a nicotine substitute that did not elevate the heart rate; however, attempts to publish his work were suppressed by Philip Morris. Dr. DeNoble was eventually fired, his laboratory was shuttered, and his research was seized.

In 1994, after a decade of being silenced by a secrecy agreement, he became the first whistle blower to testify before Congress and was a key witness in the federal government’s investigation into the tobacco industry’s research practices.

Dr. DeNoble The youth at Bradford High School were amazed by the presentation which included some of the evidence that proved nicotine changes the human brain.  The Bradford County High School students that attended the presentation learned about the tactics that the tobacco industry used to lie to their customers and how it continues to develop and sale tobacco products aimed at attracting kids. Dr. DeNoble explained that their brains will not know if the nicotine comes from a traditional cigarette, spit tobacco, or an electronic cigarette. By using candy flavors and advertisements at child eye level, these products are being marketed to kids as future customers.

There was so much positive feedback from the youth at the school presentations that several students requested to see the presentation more than once.  School teachers and administrators were in attendance and thanked Dr. DeNoble for giving the presentations. 

For more information of the work of the Tobacco Free Partnership in Bradford County, you can contact the group at