39 States to Investigate Juul's Marketing Tactics

Attorneys general from Texas, Oregon, Connecticut, Florida, and Nevada are leading a 39-state investigation into the marketing and sales of vaping products by Juul Labs. The investigation will look into whether the company targeted teenagers in its marketing and whether it made misleading claims about the nicotine content in its devices. The company is currently facing multiple lawsuits from teenagers and others who have become addicted to their vaping devices.

Investigation into Juul Labs

In addition to investigating the company’s marketing tactics and misleading claims, the 39 states plan to investigate the safety, effectiveness, and risk of using Juul’s vaping products as a smoking cessation device. In response to news of the investigation, Juul noted that it has stopped television, print, and digital advertising, and has eliminated most of the flavored versions of its product.

Underage vaping has become an epidemic in the United States. Juul Lab’s tactics of preying on children with their flashy youth-oriented marketing campaigns have played a role in this public health crisis. Vaping devices contain nicotine, which, according to the Centers for Disease Control and Prevention (CDC), can harm the developing adolescent brain. According to a 2018 study, 56% of 15-17-year-old teens sampled admitted to using a vaping device.

By preying on children and those who are seeking to improve their health by quitting smoking, Juul has placed corporate profits ahead of public safety. The investigation by dozens of states will leave the company with no choice but to change their marketing tactics. Juul has been a dominant player in the U.S. vaping market but has been forced to pull advertising and flavored pods. The Food and Drug Administration (FDA) and a congressional panel have also launched investigations into Juul’s marketing.

Pending Lawsuits

Some states have already filed lawsuits against Juul. In February 2020, Massachusetts sued the company, alleging that they bought advertisements on websites designed for teens and children such as seventeen.com and cartoonnetwork.com. California sued Juul in November, alleging that the company aimed its marketing at teens by using bright colors and young models to attract underage users.  Juul’s tactics have been compared to those of the tobacco industry.

An Experienced Attorney Can Help

There are a number of lawsuits currently pending against Juul. If you’ve been injured by the use of a Juul product or if your child has been a Juul user, you should contact an experienced product liability attorney. Gregg Goldfarb has been helping the victims of dangerous products for over 20 years. Contact us online or call us at 305-374-7000 to schedule a free consultation.

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