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.

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.  

new laws and JUUL lawsuits aim to reduce teen vaping

Canadian Lawmakers Crack Down on Youth Vaping

Most flavoured JUUL pods are no longer available for sale in stores or online in the United States. In Canada, fruity pods remain widely available – but their days may be numbered.

Vaping among Canadian youth rose 74 per cent between 2017 and 2018; today, an estimated one in four high school students vapes. Health experts believe flavoured vaping liquids, including those contained in JUUL pods, have contributed to the problem. According to a recent survey conducted by Smoke Free Nova Scotia, 95 per cent of youth vapers prefer flavoured liquids, and 48 per cent suggested they would quit vaping if the flavours were banned. Stats like these reinforce allegations that JUUL targeted and appealed to youth, a key point in our JUUL lawsuit.

Nova Scotia became the first province in Canada to approve a ban on all flavoured e-cigarettes and e-liquids this month; the ban will come into effect in April 2020. The province will also launch an anti-vaping public education campaign next year.

“This is about reducing the [youth vaping] rates,” said Health Minister Randy Delorey, according to CBC Nova Scotia. “What we’ve seen in the last couple of years since e-cigarettes have become widely available in Canada and indeed throughout much of North American is a rapidly growing rate, in particular youth vaping.”

The Province of British Columbia has also decided to crack down on youth vaping. Last month, it approved a plan to limit the availability of certain flavours, cap the amount of nicotine that can be included in pods, and introduce an industry-specific tax on vaping products.

Ontario, too, is considering a crackdown on flavoured pods.

“We do know there is more to be done so we are taking a look at the flavoured vapes,” said Health Minister Christine Elliott, according to CBC News Toronto. “We are looking at nicotine content in vapes. We are looking at where vaping products should be sold … We will be taking more steps, absolutely.”

Flavoured pods are central to allegations in our JUUL lawsuit and similar claims that Juul Labs targeted young users in its advertising and product design. By creating flavours that appeal to young people, JUUL has directly contributed to a nicotine-addiction epidemic among North American youth. If you use or have used JUUL, fill out the form on our homepage for a confidential free case review. You could be entitled to compensation.

Why Are Four US States Suing JUUL?

Juul Labs, the manufacturer of JUUL e-cigarettes, has been accused of wrongdoing by dozens of parties in numerous lawsuits. Most notably, several states including North Carolina, California, New York, and the District of Columbia have launched JUUL lawsuits alleging a series of wrongs: marketing to minors, misrepresenting the product as less harmful than it really is, downplaying the presence and danger of nicotine, and creating a generation of users addicted to e-cigarettes.

“JUUL targeted young people as customers. As a result, vaping has become an epidemic among minors,” said North Carolina Attorney General Josh Stein in a statement in May. “JUUL’s business practices are not only reckless, they’re illegal. And I intend to put a stop to them. We cannot allow another generation of young people to become addicted to nicotine.”

The North Carolina complaint alleges Juul Labs failed to appropriately disclose the dangers of its product.

“[A] typical JUUL pod is so strong and addictive that it is nearly three times the permissible concentration allowed for sale in a number of countries for people of all ages,” the North Carolina lawsuit states.

In California, the company’s age-verification system for online sales is the crux of the matter. That state’s lawsuit alleges the company not only marketed to young people, but also failed to prevent minors from making purchases through its online store.

“While Juul’s projects soared, their users became addicted and health compromised,” said state Attorney General Xavier Bacerra at a press conference.

New York’s lawsuit focuses on JUUL’s marketing to young users, its lack of transparency regarding nicotine content, and its role in creating a new generation of nicotine addicts. The lawsuit claims JUUL allowed its products to be sold to minors and falsely claimed they were safer than cigarettes, according to CNBC.

“There is no doubt that JUUL, the largest e-cigarette company, has caused this addiction,” New York Attorney General Letitia James said at a news conference.

If you have experienced mental, physical, or emotional health issues related to JUUL use, contact us today or fill out the form on our homepage for a free and confidential case review. You may be entitled to compensation for the damages you have incurred.

Image credit: U.S. Air Force photo by Staff Sgt. Joshua Magbanua