Merchants of Doubt Quotes

Every scientific paper and report has to go through the critical scrutiny of other experts: peer review. Scientific authors are required to take reviewers’ comments and criticisms seriously, and to fix any mistakes that may have been found. It’s a foundational ethic of scientific work: no claim can be considered valid—not even potentially valid—until it has passed peer review.

Millions of pages of documents released during tobacco litigation demonstrate these links. They show the crucial role that scientists played in sowing doubt about the links between smoking and health risks. These documents—which have scarcely been studied except by lawyers and a handful of academics—also show that the same strategy was applied not only to global warming, but to a laundry list of environmental and health concerns, including asbestos, secondhand smoke, acid rain, and the ozone hole.

Call it the “Tobacco Strategy.” Its target was science, and so it relied heavily on scientists—with guidance from industry lawyers and public relations experts—willing to hold the rifle and pull the trigger.

Over the next half century, the industry did what Hill and Knowlton advised. They created the “Tobacco Industry Research Committee” to challenge the mounting scientific evidence of the harms of tobacco. They funded alternative research to cast doubt on the tobacco-cancer link. They conducted polls to gauge public opinion and used the results to guide campaigns to sway it. They distributed pamphlets and booklets to doctors, the media, policy makers, and the general public insisting there was no cause for alarm.

The industry’s position was that there was “no proof” that tobacco was bad, and they fostered that position by manufacturing a “debate,” convincing the mass media that responsible journalists had an obligation to present “both sides” of it.

Balance was interpreted, it seems, as giving equal weight to both sides, rather than giving accurate weight to both sides.

Did they deserve equal time?

The simple answer is no. While the idea of equal time for opposing opinions makes sense in a two-party political system, it does not work for science, because science is not about opinion. It is about evidence. It is about claims that can be, and have been, tested through scientific research—experiments, experience, and observation—research that is then subject to critical review by a jury of scientific peers. Claims that have not gone through that process—or have gone through it and failed—are not scientific, and do not deserve equal time in a scientific debate.

Doubt is crucial to science—in the version we call curiosity or healthy skepticism, it drives science forward—but it also makes science vulnerable to misrepresentation, because it is easy to take uncertainties out of context and create the impression that everything is unresolved. This was the tobacco industry’s key insight: that you could use normal scientific uncertainty to undermine the status of actual scientific knowledge. As in jujitsu, you could use science against itself.

On one level, then, the scientific process worked. Scientists took the nuclear winter hypothesis seriously, and worked through it, evaluating and improving the assumptions, data, and models supporting it. Along the way, they narrowed the range of potential cooling and the uncertainties involved, and came to a general consensus. Without actually experiencing nuclear war, there would always be quite a lot of “irreducible uncertainty” in the concept—no one denied that—but overall, the first-order effects were resolved. A major nuclear exchange would produce lasting atmospheric effects that would cool the Earth significantly for a period of weeks to months, and perhaps longer. It would not be a good thing.

Within the scientific community, then, the nuclear winter debate took place at two levels: over the details of the science and over the way it was being carried out in public. The latter created a fair bit of animosity, but the former led to resolution and closure. The TTAPS conclusions had been reexamined by others, and adjusted in the light of their research. Whether it was a freeze or a chill, scientists broadly agreed that nuclear war would lead to significant secondary climatic effects. Out of the claims and counterclaims, published and evaluated by relevant experts, a consensus had emerged. Despite the egos of individual scientists, the jealousies and the sour grapes, science had worked pretty much the way it was supposed to.

“Does all this matter?” he asked rhetorically. Indeed it did. Seitz was painting a canvas of politically motivated exclusion—conservative victimhood, as it were. If all this were true—or even if any of it were true—it meant that science, even mainstream science, was just politics by other means. Therefore if you disagreed with it politically, you could dismiss it as political.

So now there were two different versions of the problem. One, written by the panel, acknowledged the uncertainties but insisted that the weight of evidence justified significant action. The other, written by Singer (perhaps with help from the White House), suggested that the problem was not so grave, and that the best thing was to make only small adjustments and see if they helped before considering anything more serious. These were not the same view at all. Which one would prevail?

Whether or not the House Committee chairman believed Singer’s claims, his letter certainly would have had at least one effect: to make it appear that the committee was divided and there was real and serious scientific disagreement. The committee was divided, but it was divided 8–1, with the dissenter appointed by the Reagan White House.

Likens tried to set the record straight with an article in Environmental Science and Technology entitled “Red Herrings in Acid Rain Research.” But in a pattern that was becoming familiar, the scientific facts were published in a place where few ordinary people would see them, whereas the unscientific claims—that acid rain was not a problem, that it would cost hundreds of billions to fix—were published in mass circulation outlets. It was not a level playing field.

Necessity is the mother of invention, and regulatory compliance is a powerful form of necessity.

Singer alleged that scientists had rushed to judgment. There was a bit of serious illogic here, for if scientists wanted above all to keep their own research programs going, then they would have had no reason to rush to judgment. They would have been better off continuing to insist that more research was needed, rather than saying that there was now sufficient evidence to warrant regulations.

In short, Singer’s story had three major themes: the science is incomplete and uncertain; replacing CFCs will be difficult, dangerous, and expensive; and the scientific community is corrupt and motivated by self-interest and political ideology. The first was true, but the adaptive structure of the Montreal Protocol had accounted for it. The second was baseless. As for the third, considering Singer’s ties to the Reagan administration and the Heritage Foundation, and considering the venues in which he published, this was surely the pot calling the kettle black. And we now know what happened when CFCs were banned. Non-CFC refrigerants are now available that are more energy efficient—due to excellent engineering and stricter efficiency standards—than the materials they replaced, and they aren’t toxic, flammable, or corrosive.

Did all of Singer’s efforts to discredit mainstream science matter? When asked in 1995 where he got his assessments of ozone depletion, House Majority Leader Tom DeLay, probably the most powerful man in Congress at the time, said, “my assessment is from reading people like Fred Singer.”

The tobacco industry was worried, very worried. It was one thing to say that smokers accepted uncertain risks in exchange for certain pleasures, but quite another to say that they were killing their friends, neighbors, and even their own children. Philip Morris vice president Ellen Merlo put it this way: “All of us whose livelihoods depend upon tobacco sales—directly or indirectly—must band together into a unified force … it’s not a question of ‘are we going to do well or badly … this year?’ It’s a question of: ‘Are we going to be able to survive and continue to make a living in this industry in the years to come?’” The bottom line, she explained, was this: “If smokers can’t smoke on the way to work, at work, in stores, banks, restaurants, malls and other public places, they are going to smoke less,” and the industry was going to shrink.

Bad Science was a virtual self-help book for regulated industries, and it began with a set of emphatic sound-bite-sized “MESSAGES”:
1. Too often science is manipulated to fulfill a political agenda.
2. Government agencies … betray the public trust by violating principles of good science in a desire to achieve a political goal.
3. No agency is more guilty of adjusting science to support preconceived public policy prescriptions than the Environmental Protection Agency.
4. Public policy decisions that are based on bad science impose enormous economic costs on all aspects of society.
5. Like many studies before it, EPA’s recent report concerning environmental tobacco smoke allows political objectives to guide scientific research.
6. Proposals that seek to improve indoor air quality by singling out tobacco smoke only enable bad science to become a poor excuse for enacting new laws and jeopardizing individual liberties.

This was the Bad Science strategy in a nutshell: plant complaints in op-ed pieces, in letters to the editor, and in articles in mainstream journals to whom you’d supplied the “facts,” and then quote them as if they really were facts. Quote, in fact, yourself. A perfect rhetorical circle. A mass media echo chamber of your own construction.

Scientists are confident they know bad science when they see it. It’s science that is obviously fraudulent—when data have been invented, fudged, or manipulated. Bad science is where data have been cherry-picked—when some data have been deliberately left out—or it’s impossible for the reader to understand the steps that were taken to produce or analyze the data. It is a set of claims that can’t be tested, claims that are based on samples that are too small, and claims that don’t follow from the evidence provided. And science is bad—or at least weak—when proponents of a position jump to conclusions on insufficient or inconsistent data.

Anti-Communism had launched the weapons and rocketry programs that launched the careers of Singer, Seitz, and Nierenberg, and anti-Communism had underlain their politics since the days of Sputnik. Their defense of freedom was a defense against Soviet Communism. But somehow, somewhere, defending America against the Soviet threat had transmogrified into defending the tobacco industry against the U.S. Environmental Protection Agency.

Russell Seitz and the defenders of tobacco invoked liberty, too. But as the philosopher Isaiah Berlin sagely pointed out, liberty for wolves means death to lambs. Our society has always understood that freedoms are never absolute. This is what we mean by the rule of law.

One Jason recalls being asked by colleagues, “When you go to Washington and tell them that the CO2 will double in 50 years and will have major impacts on the planet, what do they say?” His reply? “They … ask me to come back in forty-nine years.” But in forty-nine years it would be too late. We would be, as scientists would later say, “committed” to the warming—although “sentenced” might have been a better word.

Schelling’s attempt to ignore the cause of global warming was pretty peculiar. It was equivalent to arguing that medical researchers shouldn’t try to cure cancer, because that would be too expensive, and in any case people in the future might decide that dying from cancer is not so bad. But it was based on an ordinary economic principle—the same principle invoked by Fred Singer when discussing acid rain—namely, discounting. A dollar today is worth more to us than a dollar tomorrow and a lot more than a dollar a century from now, so we can “discount” faraway costs. This is what Schelling was doing, presuming that the changes under consideration were “beyond the lifetimes of contemporary decision-makers.”

He concluded emphatically, “The scientific base for a greenhouse warming is too uncertain to justify drastic action at this time.” This, of course, was precisely what he had said about acid rain. And ozone depletion. It was easy to see why many working scientists didn’t like Fred Singer. He routinely rejected their conclusions, suggesting that he knew better than they did.

Imagine providing “balance” to the issue of whether the Earth orbits the Sun, whether continents move, or whether DNA carries genetic information. These matters were long ago settled in scientists’ minds. Nobody can publish an article in a scientific journal claiming the Sun orbits the Earth, and for the same reason, you can’t publish an article in a peer-reviewed journal claiming there’s no global warming. Probably well-informed professional science journalists wouldn’t publish it either. But ordinary journalists repeatedly did.

Sometimes reopening an old debate can serve present purposes. […] In the demonizing of Rachel Carson, free marketeers realized that if you could convince people that an example of successful government regulation wasn’t, in fact, successful—that it was actually a mistake—you could strengthen the argument against regulation in general.

The Kennedy PSAC report, Use of Pesticides: A Report of the President’s Science Advisory Committee, is notable in hindsight as much for what it did not do as for what it did. The scientists did not claim that the hazards of persistent pesticides were “proven,” “demonstrated,” “certain,” or even well understood; they simply concluded that the weight of evidence was sufficient to warrant policy action to control DDT.

[…]

Both science and democracy worked as they were supposed to.

So Sri Lanka didn’t stop using DDT because of what the United States did, or for any other reason. DDT stopped working, but they kept using it anyway. We can surmise why: since DDT had appeared to work at first, officials were reluctant to give it up, even as malaria became resurgent. It took a long time for people to admit defeat—to accept that tiny mosquitoes were in their own way stronger than us. As a WHO committee concluded in 1976, “It is finally becoming acknowledged that resistance is probably the biggest single obstacle in the struggle against vector-borne disease and is mainly responsible for preventing successful malaria eradication in many countries.”

Scientists have faced an ongoing misrepresentation of scientific evidence and historical facts that brands them as public enemies—even mass murderers—on the basis of phony facts.

There is a deep irony here. One of the great heroes of the anti-Communist political right wing—indeed one of the clearest, most reasoned voices against the risks of oppressive government, in general—was George Orwell, whose famous 1984 portrayed a government that manufactured fake histories to support its political program. Orwell coined the term “memory hole” to denote a system that destroyed inconvenient facts, and “Newspeak” for a language designed to constrain thought within politically acceptable bounds.

Accepting that by-products of industrial civilization were irreparably damaging the global environment was to accept the reality of market failure. It was to acknowledge the limits of free market capitalism.

Free market fundamentalists can perhaps hold to their views because often they have very little direct experience in commerce or industry. The men in our story all made their careers in programs and institutions that were either directly created by the federal government or largely funded by it. Robert Jastrow spent the lion’s share of his career at the Goddard Institute for Space Studies—part of NASA. Frederick Seitz and Bill Nierenberg launched their careers in the atomic weapons programs, and expanded them at universities whose research activities were almost entirely funded by the federal government at taxpayer expense. Fred Singer worked directly for the government, first at the National Weather Satellite Service, later in the Department of Transportation. If government is bad and free markets are good, why did they not reject government support for their own research and professional positions and work in the private sector?

Cornucopians hold to a blind faith in technology that isn’t borne out by the historical evidence. We call it “technofideism.”

Why do they hold this belief when history shows it to be untrue? Again we turn to Milton Friedman’s Capitalism and Freedom, where he claimed that “the great advances of civilization, in industry or agriculture, have never come from centralized government.” To historians of technology, this would be laughable had it not been written (five years after Sputnik) by one of the most influential economists of the second half of the twentieth century.

What this all adds up to—to return to our story—is that the doubt-mongering campaigns we have followed were not about science. They were about the proper role of government, particularly in redressing market failures. Because the results of scientific investigation seem to suggest that government really did need to intervene in the marketplace if pollution and public health were to be effectively addressed, the defenders of the free market refused to accept those results. The enemies of government regulation of the marketplace became the enemies of science.