Warren, I gather from the posts I've read that you are a photographer (among many other things, I'm sure...not trying to define you). I am an author. So I'm sure both of us have strong feelings about intellectual property, permission and piracy.
That said, if it were possible to translate the cellar-labels issue into my own sphere, it would look something like this. Somebody wants to copy a page from my book to put on their wall. Well, when they bought my book it was to read, not to reproduce it. But I don't really care. It's fine. Then someone finds out that people like to put quotes from my work on the wall. They offer a website where these quotes are reproduced and people can download and print them for free (and donate, should they so choose). To me, this is a borderline situation. I don't really care. It's not as if fans still don't buy the books (or pipe smokers, in the actual case, still don't buy the tobacco). The site lacks permission and may be doing something technically illegal. I don't necessarily share your black-or-white conviction that it is "wrong" although I happy to admit it is probably illegal.
My point was to say, it's not clear what I would do about it. No one is exploiting my work for commercial profit or damaging me (that I can see). In fact, it is people who like my work who are getting some benefit that doesn't cost me anything. From the tobacco companies' perspective, I imagine it would be similar. The only thing that would concern me would be whether ignoring it set some sort of precedent about not enforcing my rights.