RJR Seeks Dismissal of ‘Carbon Neutral’ Vape Lawsuit - Tobacco Reporter
R.J. Reynolds is asking a federal judge to dismiss a lawsuit alleging deceptive 'carbon neutral' marketing for its Vuse e-cigarettes.Summary
R.J. Reynolds Vapor Co. has filed a motion to dismiss a proposed class-action lawsuit in California federal court that accuses the company of misleading consumers by labeling its Vuse e-cigarettes as "the world’s first carbon neutral vape brand." R.J. Reynolds contends that its carbon-neutral claims were accurate and verified by independent third-party certifications from Verra and Vertis Environmental Finance Ltd., arguing that the plaintiffs failed to prove any economic loss resulting from the marketing. The lawsuit, filed in May 2025, seeks $5 million and alleges that the sustainability campaign relied on flawed carbon offset projects, such as Uruguay’s Guanaré Forest Plantations Project, which an independent review found lacked measurable climate benefits. A British American Tobacco (BAT) spokesperson previously stated that the Vuse carbon-neutral status was verified in 2021, and related marketing was discontinued by the end of 2023.
(Source：Tobacco Reporter)
