Allegations of Youth Targeting
Alaska’s lawsuit accused Juul of deploying advertising, marketing strategies, and product designs that effectively courted underage users. The complaint alleged violations of the Alaska Unfair Trade Practices and Consumer Protection Act and named several other entities, including Juul’s predecessor Pax Labs Inc. and Altria Group. Only Juul is included in the newly signed consent judgment, though Altria struck a separate $2 million deal with Alaska in January 2024.
New Restrictions: No Cartoons, No Under-21 Targeting
Under the agreement, Juul must avoid any direct or indirect action that could appeal to individuals under 21. The company is explicitly barred from using cartoon characters or mascots in any marketing effort—imagery that critics long argued echoed the playbook once used by Big Tobacco.
In return for the multimillion-dollar payout and compliance with these rules, Juul is released from claims related to its prior marketing, design, and sales practices that Alaska said fueled youth interest.
