Massachusetts launches JUUL lawsuit

Massachusetts & Pennsylvania Sue JUUL

Massachusetts became the latest state to bring legal action against Juul Labs last month. The lawsuit, announced by Attorney General Maura Healey on February 12, contains striking allegations that the company advertised to minors in its early days. Specifically, it claims that the company purchased, or paid a supplier to purchase, advertising space on youth-focused websites including those for Nickelodeon, the Cartoon Network, Seventeen magazine, and numerous other educational and lifestyle sites targeted at children and teens.

The state also claims that Juul Labs declined a proposal from a former marketing provider to create messaging aimed at adult smokers. Instead, it is alleged to have hired an in-house art director to produce a ‘youth-oriented campaign featuring beautiful models in provocative poses,’ according to the New York Times.

“Juul decided against doing an ad campaign designed for an older audience and instead specifically chose one that targeted young people,” said Attorney General Healey, per the Times. “The information that we uncovered in our investigation demonstrates Juul’s intent – they didn’t accidentally create an advertising campaign with young and attractive people – that’s what they were going for all along.”

JUUL’s inappropriate advertising to young people and non-smokers is central to the JUUL lawsuit for which we are currently accepting clients. We are also concerned about insincere messaging around the product’s nicotine levels.

The Massachusetts lawsuit additionally claimed that JUUL sought to recruit media personalities with large underage following, including musician Miley Cyrus, model Cara Delevingne, actor Kristen Stewart, and fashion personalities Luka Sabbat and Tavi Gevinson.

Massachusetts wasn’t the only state to bring action against Juul Labs last month; Pennsylvania also sued the company, alleging it ‘misled consumers about the addictive nature of its liquid nicotine pods and marketed them to youths,’ the Times reported.

If you have experienced mental, physical, or emotional side effects from using JUUL, fill out a free, confidential case review on our homepage. You may be able to secure financial compensation for the losses you have suffered through our JUUL lawsuit.