juul lawsuits allege juul targeted youth

JUUL Advertising and Youth Nicotine Addiction

The many JUUL lawsuits underway in Canada and the United States focus on a variety of alleged wrongs. Some accuse Juul Labs, JUUL’s manufacturer, of improper advertising; others say the company made users vulnerable to health issues without appropriate warning. Many allege that Juul Labs and other e-cigarette manufacturers created advertising campaigns targeted at young users, including teens. In doing so, they may have precipitated a continent-wide nicotine addiction crisis.

Most e-cigarette companies identify as their ideal customers adult smokers looking for a less harmful nicotine delivery system. Major public health and safety agencies, including Health Canada, concede that vaping contains fewer and different chemicals than tobacco products and may be safer than traditional cigarettes. However, nicotine use by young people is considered extremely damaging. Developing brains are more susceptible to addiction, and young people who begin using nicotine are more likely to remain addicted into adulthood. Health experts also warn that the long-term effects of sustained e-cigarette use remain unknown.

That’s why JUUL’s practice of creating youth-friendly advertising campaigns and products is so dangerous. In a recent investigative report, the Globe and Mail spoke to Stanford University surgeon and professor Robert Jackler, who studies tobacco marketing. His research found that Juul Labs used ‘pop-up sampling events featuring colourful designs and lounge spaces almost exclusively by young people.’

“Those of us in public health would like to see vaping become an off-ramp for adult smokers,” Jackler told the Globe. “Instead, it’s become a heavily travelled on-ramp for nicotine-naïve teenagers.”

If you use or have used JUUL and have experienced physical, emotional, or behavioural issues, fill out the form on our homepage for a free, confidential case review. JUUL is accused of illegally targeting minors with advertising and contributing to a wave of youth nicotine addiction. We can help – reach out today to learn more.  

JUUL lawsuits focus on flavoured pods

Why Did Juul Discontinue Flavoured Pods?

In October, Juul Labs announced it was ending sales of fruity-flavoured vape pods in the United States. Flavours such as mango, crème, fruit, and cucumber were already removed from store shelves; now, they would disappear from the company’s online store, as well. Lawyers and plaintiffs involved in Juul lawsuits breathed a sigh of relief.

“We must reset the vapor category by earning the trust of society and working cooperatively with regulators, policymakers, and stakeholders to combat underage use while providing an alternative to adult smokers,” said Juul Labs CEO K.C. Crosthwaite in a release at the time.

Juul’s popular flavoured pods are seen as proof that the company marketed its products directly to young and underage users. Juul claims the flavours are necessary to lure tobacco users away from traditional cigarettes; public health experts and lawmakers disagree.

Weeks later, on November 7, Juul announced it would also withdraw mint pods from the US market. The company’s unwillingness to withdraw mint alongside other fruity flavours indicated a lack of good faith to many stakeholders. If the aim of discontinuing the pods was to discourage underage youth, why not withdraw a flavour that was a favourite among high school students?

Today, only menthol and tobacco flavour pods are available for sale in the United States. In Canada, Juul users can still purchase mint pods on the company’s website, alongside mango, vanilla, fruit, and cucumber. If the company believed it was necessary to withdraw these flavours to discourage underage use in the United States, why wouldn’t they also discontinue the flavours in Canada?

Numerous Juul lawsuits accuse the company of explicitly targeting underage consumers with alluring and misleading marketing and fruity, youth-friendly flavours. Today, health officials say teenage e-cigarette use has reached epidemic proportions, and Juul dominates the North American e-cigarette market. If you feel that you are addicted to Juul or have experienced health issues as a result of Juul use, fill out our free and confidential case review form today. You may be entitled to compensation.