e.g.: http://tobacco.stanford.edu/tobacco_main/images.php?token2=f...
Even if you were able to "reason" that smoking was bad, there was a whole dedicated culture jamming operation to push the message "you're wrong and foolish if you think smoking is bad" and it worked very well.
Every NFL team had (has?) a bunch of doctors telling players that they can shrug off concussions and other serious injuries, and a deeply-engrained (and specifically engineered) culture to back up that message.
Looking at them now, you can literally see the stiff arms sticking in the air that is a symptom of brain trauma, and people getting up concussed as fuck.
Hell, science still can't agree on if an egg is healthy or not. I eat them because I enjoy them and their are no obvious downsides. If there were some correlation that was known and proved unhealthy I might stop eating them. For example, while big tobacco was doing their thing... people knew their family members smoking were unhealthy, coughing like crazy, getting cancer/sick, so their was some clues in society telling you that you're probably being lied to. I have memories of this as a kid, "Joe died at 55 but, you know, he smoked 2 packs a day" was a valid way of thinking. So the health effects were widely known, just not in a measurable & undisputed scientific way.
The same thing goes for tobacco, NFL, climate change, ... all kinds of stuff. The anecdotal information around you says one thing, but the scientist can't agree and some of them are biased/being paid to say something regardless of truth. Years later the anecdotal information turns out to be true and people claim they were victims when really they could have just exercised some common sense.
You can't really leave it at that though. Most learning that people do is not independently driven, it is learning that complements teaching... which is never independent. Very rarely do people come to intelligent conclusions independently.
It's bad that they hid it, no doubt. But couldn't people reason that taking thousands of blows to the head over a career was not a smart idea?