NEW YORK – New York’s Attorney General is suing the electronic cigarette company JUUL Labs for allegedly pushing deceptive and misleading marketing of its e-cigarettes.
AG Letitia James says the marketing has contributed to the ongoing youth vaping epidemic in New York State.
The lawsuit, filed in New York County Supreme Court, alleges that JUUL took a page from big tobacco’s playbook by engaging in deceptive business practices when marketing and advertising its products, and illegally sold its products to minors through its website and in third-party retail stores throughout the state, causing large numbers of New York youth to become addicted to nicotine.
The suit also alleges that JUUL’s advertising campaign misled consumers by failing to warn that they contained nicotine, and by misrepresenting its products as a safer alternative to traditional cigarettes.
“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. “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.”
James says the damage done by the company’s ads since its launch has already been felt by millions of youth across the country.
As of November 13, 2019, New York State law was changed, making it illegal to sell nicotine products, including e-cigarettes, to consumers who are under 21-year-old.
Previously, the law applied to consumers younger than age 18. Despite this prohibition, JUUL violated the law by selling its products to New Yorkers under the age of 18, the AG alleged.