Electronic cigarette maker NJOY has moved to dismiss a putative class action’s claims that the company’s ads are deceptive, calling the allegations hot air and defending its choice of words as nothing more than puffery.

In a Dec. 10 motion to dismiss the consolidated amended complaint, the e-cigarette maker and its parent, Soterra Inc., deny California and Florida plaintiffs’ claims that they falsely market and label the battery-powered devices as less harmful to health than traditional cigarettes.

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