In 1991, the Journal of the American Medical Association (JAMA) published research indicating that the Joe Camel ad campaign was appealing to children.

The research led RJR to a lawsuit in California, and a formal complaint from the Federal Trade Commission (FTC) for "unfair practices" by exposing children to smoking.

RJR denied the accusations that they were marketing towards children, but voluntarily ended the campaign in 1997 after increased litigation and pressure from American federal agencies.

[1] He lacks many typical camelid traits such as a hump, hooves, or tail, appearing as a muscular humanoid with a camel's head.

[2] He is often outfitted in masculine wear like tuxedos, T-shirts, and hard hats,[1] and is typically in a "heroic pose", surrounded by women or in a bar.

[1] With television advertisements for cigarettes outlawed in the United States before Joe Camel's debut,[3] the character was often seen on billboards, magazines, clothing, and other promotional displays.

The original drawing was made by Belgian artist Fred Otto Kleesattel, who had based it on a dromedary named Old Joe in the traveling Barnum & Bailey Circus.

[1] The American version of Joe Camel was created later by art designer Mike Salisbury working on contract for the brand's main agency, McCann-Erickson New York.

[1] The New York Times wrote that Joe Camel was successful in changing the public's perception of a brand quickly, a typically difficult feat.

[4] In the same JAMA volume, another study was published comparing how well Joe Camel was recognized among high school students versus adults over age 21.

By evaluating the papers against academic research standards, the reviewers identified major flaws with regards to reliability and validity, and accused the DiFranza study of using pre-determined results.

[17] The FTC investigated the case for two years,[18] but in 1994 decided not to act after three of five commissioners could not find sufficient evidence that RJR violated federal law.

[26] The move came just weeks after the FTC complaint in May, and shortly after RJR and other tobacco companies agreed to pay a $368.5 billion settlement to states seeking to recover costs due to tobacco-related illnesses.

[5] Additionally, the tobacco industry and 40 state attorney generals had just settled on a ban on the use of cartoon figures in cigarette ads, though the settlement had yet to be ratified by Congress or seen support from President Clinton.

[26] In September, RJR agreed to pay $10 million to San Francisco and the other California cities and counties who intervened in the Mangini litigation.

In late 1991, Brown & Williamson ran marketing tests for a revival of their penguin mascot, Willie, for their Kool cigarette brand.