Direct E-Cig 'Free' Offer for Smokeless Cigarettes Turned Into a Real Drag, Consumers Tell BBB
May 04, 2011
Consumers who tried to take advantage of “free” Internet offers for smokeless cigarettes say they were burned by unexpected charges that totaled $100 or more, Better Business Bureau warns.

Customers from 44 states have filed more than 360 complaints against Direct E-Cig of Naples, Fla., and London, England, in the last year, including at least one Tucson consumer.

Direct E-Cig has an “F” grade with BBB, the lowest grade possible.

Kim States, BBB president, said Direct E-Cig failed to answer 170 of the complaints.

“The complaints point to a significant and ongoing pattern of problems with Direct E-Cig,” she said. “In most cases, consumers say they ordered what they thought was a free starter kit, only to find out later that the company billed their credit cards for $100, $200, or more.

On its website, Direct E-Cig calls its product “a revolutionary electronic smoking device designed as a great smoking alternative to traditional tobacco cigarettes.” The site says smokers can smoke “virtually anywhere, without the flame, ash, tar or carbon monoxide.”

Direct E-Cig is among several distributors of smokeless cigarettes. Other companies also offer free or discounted starter kits and then bill customers for the full price or enroll them in an ongoing program to receive cartridge refills and other products.

In response to some of the complaints, Direct E-Cig told BBB  its website notes that consumers must go through a cancellation process within 15 days “to avoid being billed the full price of the kit of $109.95 and future monthly shipments.”  Several consumers said they received direct email solicitations from the company and never saw the cancellation policy.

Even if consumers are dissatisfied with the product and follow the return policy exactly, it appears that the so-called free trial offer will end up costing them money. The website notes that Direct E-Cig charges $7.50 for each opened or missing cartridge and a $10 restocking fee on all returns.

In March, Arizona Attorney General, Tom Horne, filed suit against Smoke Freely, LLC, an Arizona company that sells electronic cigarettes. Defendants in the suit claim Smoke Freely misrepresented their “Risk Free Trial” when marketing the product.
BBB offers the following advice for consumers who are considering taking advantage of free or low-cost trial offers for smokeless cigarettes or other products:

  • Be very cautious of committing to trial offers, especially when you are asked to supply credit card information. Often, these offers require you to pay the full price for the product or automatically enroll you in an ongoing program as soon as the trial period is over.
  • Consumers often report difficulty canceling their agreements, even if they try to follow all requirements.
  • Understand that, in some cases, these companies can supply your contact information to other businesses.
Check out BBB Business Reviews by going to or by calling (520)888-5353.