I suppose that would depend on the judge. The claim in question wasn't "all of our products are better than smoking" it was the general claim "vaping is better for you than smoking" and I'm positive I could find plenty of evidence to support that general claim.
The federal regulation isn't really concerned with the truth of the claim, it's concerned with whether or not the FDA has authorized them to make that claim.
But here's the Deal Les.
Something like the Study(ies) that came out of the UK were Evaluating e-Cigarettes on the Population Level. Not on the Individual level.
Population Evaluations make No Guarantees that what the Population Average is will be what the Individual Statistic will be.
If a Seller says that "e-Cigarettes are Better than Smoking", is it Reasonable to Assume that the e-Cigarettes the Seller Sells are Better than Smoking? At least in the Opinion of
Dr. Tredwell. Who just happens to be Selling e-Cigarettes to Make Money.
This is where Sellers get in Trouble.
And this is where People who have Law Degrees should be Smart Enough to know that as a Seller, you are Asking your States Justice Department to Shine a Light on you by making such Claims.
Now maybe that is what Vermont Vapor wanted to do. Be a Rosa Parks or something? And have the FDA and the State AG's Office come down on them.
I dunno?