On February 14, the American Cancer Society (ACS) revealed to the American media Stat that the Lighthouse Guardian Program on ELFBAR's official website wrongly used the ACS trademark, which implies that it has a partnership with ELFBAR. As a result, the official website of ELFBAR has replaced all content containing the name of ACS with "non-profit organization." Still, the relevant content in its Facebook post has yet to be deleted or changed.
In January this year, ELFBAR launched the Lighthouse Guardian Program to prevent youth from using e-cigarettes. Its official website claims that as long as users click the "Join to Light" button, ELFBAR will donate 10 cents to ACS (the currency on the official website is now converted to British pounds). After clicking the button, the users must leave their mailbox number and a message to ELFBAR. Then the button's content becomes "Thank you for lighting up."
According to Stat, the CEO of ELFBAR said at a conference that "this project has raised more than $10,000 for ACS." However, ACS stated that it never agreed to work with ELFBAR and would not accept donations from it. ACS has now sent a letter to ELFBAR to warn it of its off-shelf-related marketing strategies to distance itself from its relationship with ELFBAR. Timothy Phillips, ACS' chief legal officer, declined to be interviewed by the media.
Earlier this month, ELFBAR was exposed in the UK that the nicotine content of its Elfbar 600 watermelon-flavored disposable e-cigarette exceeded the standard. At present, more than half of the supermarkets in the UK have removed the products involved from shelves.
In addition, Reynolds Tobacco (the parent company of VUSE e-cigarettes) recently submitted a "citizen petition" to the US FDA, requesting a crackdown on the proliferation of disposable e-cigarettes such as ELFBAR in the United States.
2Firsts will continue to pay attention to this incident and continue to try to contact the two parties involved, so stay tuned.
Reference: Vape maker Elf Bar wants to donate to the American Cancer Society, but it doesn't want tobacco money
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