[2] Until that date (13 Apr 1988) the tobacco companies had used sports and arts sponsorships to create powerful allies who were always guaranteed to feature in opposition to any government actions which threatened to limit cigarette sales.
Geoff Bible[3] the Australian CEO/Chairman of Philip Morris in New York described the earmarking as a "stoke of genius" because the industry couldn't find a way to counter it.
Cigarette sponsorship was allowed for a couple of international events (Formula One Grand Prix, and Benson & Hedges Test Cricket), but from that point on, sportsmen and their organisations never seriously supported the industry again.
Born in Bendigo, Victoria, Australia, John Cornwall studied at Queensland University graduating with a Bachelor of Veterinary Science in the 1950s.
[4][6] Dr Cornwall ran an anti-smoking program and introduced Australia's first comprehensive legislative package to restrict tobacco advertising in cinemas, prohibit tobacco sponsorship of sporting events, and establish an independent trust to provide replacement funding for sponsorship of sport and cultural activities (Foundation South Australia).
[8][failed verification][9] Cornwall's ministerial career came to an end on 4 August 1988 following a highly controversial defamation case in which he was sued by an orthopaedic surgeon over comments made at the height of public debate over the introduction of Medicare in 1984.
[12] He was director of the Australian Youth Foundation from 1992 to 1995, where he conducted research on the needs of disadvantaged young people, culminating in a report entitled "The Lost Generation".
[13][14] From 1997 he was managing consultant for the Delta Society Australia – an organisation that promotes positive interaction between people and companion animals, particularly pet dogs.