Moreover, AG Stein alleged that JUUL deceived consumers about the dangers and strength of nicotine in its e-cigarettes.
“JUUL entered the e-cigarette market with among the highest nicotine potency of any product, a nicotine level so high that, in some countries, it is illegal for consumers of any age. JUUL has deceived consumers about that nicotine strength, has misrepresented the nicotine equivalency of its products to traditional cigarettes, and has understated the risks of addiction that occur with such powerful levels of nicotine,” as written by the Attorney General in the lawsuit.
AG Stein says JUUL is “reckless”
In a statement AG Stein commented, “JUUL targeted young people as customers. As a result, vaping has become an epidemic among minors. 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.”
JUUL accounts for about 75 percent of the e-cigarette market. In 2017, almost 17 percent of high schools in North Carolina reported using an e-cigarette.