Former Mississippi Attorney General Mike Moore successfully orchestrated a landmark $246 billion settlement with tobacco companies in 1998. Now, the seasoned litigator is applying those hard-won negotiating lessons to challenge social media giants. Meta’s recent $17 billion settlement with state attorneys general marks the largest enforcement action yet against the industry, with Moore calling it “a great first step” in protecting young users from platform-driven addiction.
Moore, now leading the nonprofit Attention Initiative, envisions a comprehensive settlement framework similar to the tobacco master agreement. Under Meta’s current settlement terms, the company must implement teen usage limits, nighttime access blocks, improved age verification, and parental monitoring tools. An independent auditor will oversee compliance over five years. Moore advocates for additional protections, particularly a national public education fund designed to combat youth addiction to social media platforms.
However, experts caution that the tobacco playbook may not translate seamlessly to tech companies. Carnegie Mellon professor Jonathan Caulkins notes that unlike cigarettes—a static product with no redeeming qualities—social media platforms constantly evolve with unpredictable future consequences. The blurred lines between addictive design and genuine social benefit complicate regulatory efforts. Despite these challenges, Moore remains committed to developing settlement language that addresses the most significant harms, even as multiple jurisdictions pursue varied remedies against the industry.
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