Juul Settles $79M Lawsuit Over Youth Marketing

Juul Settles $79M Lawsuit Over Youth Marketing

Introduction

A 2023 lawsuit filed against Juul Labs in Florida has concluded with a $79 million settlement, according to the state’s Attorney General (AG).
The lawsuit accused Juul of marketing its e-cigarettes to minors and misleading consumers about the nicotine content in its products.

Settlement Funds to Support Investigations

The AG announced that Florida will use the settlement funds to investigate other vape companies whose marketing strategies may attract minors. Speaking at a press conference in Tampa, the AG expressed satisfaction with the outcome. “We’re happy with this settlement. I recognize Juul for working well with our office,” he said. The AG noted that while the case began with both parties on opposing sides, they are now working together to protect families and children.

Juul’s Changes in Marketing Practices

Juul Labs has made significant changes to its advertising strategies in response to ongoing scrutiny. The company has stopped using models younger than 35 in its promotions, discontinued ad placements in television shows and movies, and halted the sale of branded apparel.

Origins of the Lawsuit

The lawsuit was originally filed in Hillsborough County Circuit Court by a former Attorney General appointed by the governor. The current AG, who took office on February 17, has continued efforts to regulate vaping products and prevent youth exposure.

Concerns Over Chinese Vape Imports

The AG also raised concerns about a growing influx of vape products from China, suggesting they may contain harmful chemicals and pathogens. “You’ve got a lot of product coming in from China right now,” he warned. “We don’t know what’s in a lot of these things, but it’s hurting our kids. We need to make sure we’re protecting them.”

Underage Vaping and the Role of Chinese Products

According to the 2024 Annual National Youth Tobacco Survey conducted by the U.S. Food and Drug Administration, Chinese-made vape products are the most popular among the 1.63 million middle and high school students who reported regular vaping.

Juul’s Commitment to Prevent Underage Use

Juul’s chief legal officer reiterated the company’s commitment to preventing underage vaping. In a statement to Florida Phoenix, he emphasized Juul’s dedication to working with Florida officials to remove illegal Chinese vape products from the market. He also highlighted the need for a regulated marketplace offering high-quality, science-backed, smoke-free alternatives for the nearly two million adult smokers in Florida.