The complaint seeks damages on behalf of Sproule and others who smoke American Spirits because they have been deceived by claims, labels and advertising into regarding them as safer than other cigarettes. Descriptions such as additive-free, natural and organic, the lawsuit says, are patently deceptive, especially in todays market, where these terms have a potent meaning for the health-and-environmentally-conscious consumer. The company also exploits its marketing message in other ways, the complaint says, by selling its cigarettes in health food stores
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These may include nicotine addiction, dehydration, irritation of the throat and mouth, increased heart rate, and lung inflammation
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Now e-cigarette companies will follow the same old Big Tobacco playbook and try to get around the restrictions any way they can, including by using vague concept flavors like Solar and Marigold. Some researchers have argued for specifically banning flavors with high toxicity as well as flavors with youth appeal
