EDWARDSVILLE, Ill. – Philip Morris USA lost the first class-action lawsuit in the nation to come to trial alleging a tobacco company committed consumer fraud in its advertising of light cigarettes.

On Friday, Judge Nicholas Byron ordered Philip Morris to pay $10.1 billion for misleading smokers into believing its "light" cigarettes are less harmful than regular labels. The company, which is now an operating unit of Altria Group Inc., said it would appeal, according to an Associated Press report.

RICHMOND, Va. – While most retailers see the benefit in Philip Morris’ recent switch from its traditional retail rebate program to an off-invoice promotion, the transition was not entirely painless, retailers told CSP Daily News.

The change, which took effect in early February, was made in response to retailers who wanted simpler promotions and balked at waiting for rebate payments, the company said in January. But the Richmond, Va.-based tobacco manufacturer’s off-invoice promotion has led to lost inventory value and less differentiation between retailers who hold contracts with Philip Morris and those who do not, according to some retailers.