...the World Health Organization’s Framework Convention on Tobacco Control (FCTC) and the United Nations Secretary-General’s Global Compact...are two efforts to engage transnational corporations in the development process and in the articulation of a set of multilateral rules of engagement regarding good corporate behavior. The FCTC is more stringent and proscriptive, seeking to regulate corporate behavior. The second is an invitation to transnational corporations (TNCs) to cooperate voluntarily. The relative success of the two approaches is contingent on meeting seven parameters of legitimacy, and ultimately on the legal standing of the mechanism... It is noble to take the moral high ground, but without an effective enforcement mechanism, a noble concept may remain mere platitude. It appears that global rules need legal teeth. [refers to Brown & Williamson (now Reynolds American), Philip Morris (part of Altria), RJ Reynolds (now part of Reynolds American), Lorillard (part of Carolina Group), Japan Tobacco, British American Tobacco, British Telecom (BT), Indian Oil Corporations, BASF, Bayer, BMW, DaimlerChrysler, Deloitte Touche Tohmatsu, Dupont, Nike, Royal Dutch/Shell, SAP, UBS, Unilever]