North Carolina Sues E-Cigarette Maker Juul Over Marketing
North Carolina’s attorney general filed the lawsuit
North Carolina’s attorney general has filed a lawsuit against a popular e-cigarette maker, asking a court to limit what flavors it can sell and ensure underage teens can’t buy it. Josh Stein, the top law enforcement official in the traditional tobacco-producing state, said in announcing his lawsuit Wednesday he’s the first state attorney general to take the maker of Juul to court.
The Massachusetts attorney general also announced an investigation last year into Juul’s sales and marketing. Stein accused Juul’s marketing practices of causing an “epidemic” among young people through “unfair and deceptive” marketing practices at a news conference Wednesday.
“Juul entered the market with the highest nicotine potency of any product,” Stein said. “Meanwhile Juul understated the strength of the nicotine in each pod, downplaying its risks.”
Stein questioned why teenagers aged 15 to 17 are more likely to use Juul than Juul’s supposed targeted demographic. He said it was likely because of marketing practices aimed at young people, such as using “fruit and dessert-like flavors that serve to entice children to the product.”
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