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Smokeless Tobacco Manufacturers Go On Trial For Misleading Florida Consumers

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Case ID: 2844 | Consumer Products | 11/03/2003

A class action has been filed against the United States Tobacco Company and four other smokeless tobacco product manufacturers on behalf of Florida consumers who allege that they have been misled about the addictive properties and health risks associated with chewing tobacco and snuff, in violation of state consumer protection laws. The action seeks money to pay for medical monitoring and unspecified punitive damages.

Named as defendants in the action are Conwood Company, LP; Pinkerton Tobacco Company; Swisher International, Inc.; Swedish Match North America, Inc.; and United States Tobacco Company. The Smokeless Tobacco Council, Inc., of Greenwich, Connecticut is also named.

Named plaintiff Matthew Vassallo, a high school teacher and athletic coach, alleges that he began chewing tobacco as a college freshman after he was attracted by the industry's "aggressive" marketing and advertising campaign. At age 27, Mr. Vassallo was diagnosed with squamous cell carcinoma, a disease associated with tobacco use. Surgery and radiation treatments have left Mr. Vassallo with only 2/3 of a tongue, a speech impediment, loss of taste, the inability to salivate, the inability to swallow without the aid of continual hydration, and scar tissue that runs from the back of his ear to the tip of his chin.

The action alleges that Mr. Vassallo also suffers from depression as a result of his disfigurement and the embarrassment of having failed his students and players as a responsible role model. As a result of his visible disfigurement and lifestyle changes associated with new eating and drinking procedures, Mr. Vassallo has experienced several failed personal relationships.

The action alleges that chewing tobacco and snuff contain about three times the nicotine levels of cigarettes even though smokeless tobacco is advertised as a safer alternative to smoking. Allegedly, tobacco companies engage in advertising that misleads the public, using celebrities and sports figures to market the products to young users.

The action is modeled the lawsuit on the Engle action in which a Miami jury in 2000 returned a verdict of nearly $145 billion in punitive damages to a class of smokers harmed by tobacco products. That verdict is currently on appeal.


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