E-cigarette maker JUUL sued by North Carolina Attorney General

Credits: JUUL website

North Carolina Attorney General Josh Stein is suing e-cigarette maker JUUL for allegedly violating the state’s law prohibiting unfair and deceptive trade practices.

AG Stein’s lawsuit comes after his office’s investigation into JUUL’s business and marketing practices particularly towards young people.

Allegations against JUUL

In the lawsuit, AG Stein alleged that JUUL deliberately targeted young people with its e-cigarettes with candy and desert-like flavors and sleek new look.

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The company also allegedly changed the chemical composition of its e-cigarettes to make the vapor less harsh on the throats of young and inexperienced smokers.

Additionally, AG Stein alleged that JUUL’s chose media platforms and marketing channels expert on attracting minors. The company used models who look like teenagers and sought youth-oriented sponsors and influencers on social media.

Furthermore, the Attorney General accused the e-cigarette maker of using ineffective age verification techniques for online sales, allowing consumers to avoid or circumvent age requirements.