Juul Reaches $462M Settlement Over Underage Vaping in Multistate Lawsuit

Electronic cigarette company Juul has agreed to pay $462 million to settle a multistate lawsuit that accused the company of illegally targeting young people in their advertising campaigns. This settlement comes after six states and the District of Columbia filed lawsuits against Juul for its advertising practices that allegedly contributed to the youth vaping epidemic in the United States.

Settlement Terms

Juul has not admitted any wrongdoing in this settlement but has agreed to limit the amount of in-store and online purchases customers can make, stop using people under 35 in their promotional materials, and refrain from giving away free or low-cost products. This settlement is similar to prior settlements that provided financial resources to combat underage use and develop cessation programs.

The states alleged that Juul intentionally targeted young people with fruit and candy-flavored e-cigarettes, as well as through social media and influencer marketing. The plaintiffs argued that the company gave away free samples at events like music festivals to specifically target younger demographics.

Response from Juul

Juul said in a statement that the terms of the agreement reflect their current business practices, which were implemented as part of a company-wide reset in the fall of 2019. The company claimed that underage use of Juuls has declined by 95% since 2019, when the prevalence of e-cigarette use peaked. However, the plaintiffs pointed out that Juul’s advertising practices were at their peak during that time.

State Officials' Reactions

New York Attorney General Letitia James said that “Too many young New Yorkers are struggling to quit vaping, and there is no doubt that JUUL played a central role in the nationwide vaping epidemic. Today’s agreement will help young New Yorkers put their vapes down for good and ensure that future generations understand the harms of vaping.”

D.C. Attorney General Brian L. Schwalb said that “JUUL knew how addictive and dangerous its products were and actively tried to cover up that medical truth. Now, thanks to the diligent work by our legal teams, JUUL has ended its harmful, illegal conduct and must put millions of dollars towards mitigating the public health damage it caused.”

Conclusion

The multimillion-dollar settlement is a significant victory for the states that filed lawsuits against Juul for their alleged role in the youth vaping epidemic in the United States. The settlement is also a reminder of the power of government regulation and the importance of responsible marketing practices.

##FAQs

  • What is the Juul settlement? The Juul settlement is a multimillion-dollar settlement that Juul agreed to pay to resolve multiple lawsuits filed by six states and the District of Columbia. The lawsuits accused Juul of illegally targeting young people in their advertising campaigns, contributing to the youth vaping epidemic in the United States.

  • What was Juul accused of in the lawsuits? Juul was accused of intentionally targeting young people with fruit and candy-flavored e-cigarettes, as well as through social media and influencer marketing. The lawsuits alleged that Juul gave away free samples at events like music festivals to specifically target younger demographics.

  • How much is Juul paying in the settlement? Juul agreed to pay $462 million to settle the multistate lawsuit.

  • What are the terms of the settlement? As part of the settlement, Juul will limit the amount of in-store and online purchases customers can make, stop using people under 35 in their promotional materials, and refrain from giving away free or low-cost products.

  • What is the response from state officials? State officials have hailed the settlement as a significant victory and a reminder of the power of government regulation and the importance of responsible marketing practices. New York Attorney General Letitia James said that the settlement will help young New Yorkers put their vapes down for good and ensure that future generations understand the harms of vaping. D.C. Attorney General Brian L. Schwalb said that the settlement forces Juul to put millions of dollars towards mitigating the public health damage it caused.