JUUL Labs is facing another lawsuit in connection with its marketing practices that allegedly targeted minors.
On Tuesday, New York Attorney General Letitia James said her office sued JUUL over its alleged deceptive and misleading marketing of its e-cigarettes.
In the lawsuit, AG James alleged that e-cigarette maker copied a page of the big tobacco companies’ playbook by engaging in deceptive advertisements that targeted minors.
JUUL allegedly illegally sold its e-cigarette products to minors through its websie and third-party retail stores across New York State. As a result, a large number of young people in the state are suffering from nicotine addiction.
In addition, AG James alleged that the JUUL’s advertisements allegedly misled consumers by failing to warn consumers that its e-cigarettes contain nicotine. She also accused the company of misrepresented its products as a safer alternative to traditional cigarettes.
JUUL allegedly glamorized e-cigarettes and downplayed its nicotine contents
Furthermore, the attorney general claimed that JUUL contributed to the increasing e-cigarette use among underage youth. The company uses advertisement that included images of attractive young models to attract minors to buy and use its products.
AG James noted that the latest National Youth Tobacco Survey showed that around 4.1 million high school students and 1.2 million middle school students nationwide are currently vaping. In New, one-third of high school students are e-cigarette users.
“There can be no doubt that JUUL’s aggressive advertising has significantly contributed to the public health crisis that has left youth in New York and across the country addicted to its products,” said Attorney General James in a statement.
She added, “By glamorizing vaping, while at the same time downplaying the nicotine found in vaping products, JUUL is putting countless New Yorkers at risk. I am prepared to use every legal tool in our arsenal to protect the health and safety of our youth.”
In May, North Carolina Attorney General Josh Stein sued the e-cigarette maker for violating the state’s law prohibiting unfair and deceptive trade practices. AG Stein alleged that it deliberately young people with its e-cigarettes with candy and desert-like flavors and sleek new look.
Last month, JUUL’s former employee claimed that the company knowingly sold more than one million contaminated e-cigarette nicotine pods to consumers.