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Lawsuit: Juul targeted kids with online ads

The Lawsuit

In a new lawsuit, Juul is accused of targeting underage customers in its advertising campaigns.

On February 12, the state of Massachusetts filed suit against the e-cigarette manufacturer and its former parent company – Pax Labs – claiming that the organization aimed its early advertising at children.

Citing recently uncovered internal documents, the Massachusetts attorney general alleges in its lawsuit that Juul clearly marketed its product to young people who had never smoked, helping ignite the nation’s teen vaping epidemic.


Referring to the lawsuit, BuzzFeed News said, “Juul ads started popping up on websites for young kids and teens, including those of the children’s TV networks like Nickelodeon and Cartoon Network, the comedy site CollegeHumor, Seventeen magazine and College Confidential, a message board frequented by high school students. Other websites had URLs like AllFreeKidsCrafts.com, HelloKids.com, KidsGameHeroes.com, Games2Girls.com, GirlGames.com and GirlsGoGames.com.”

While other states have sued the e-cigarette giant, Massachusetts’ suit is the first to cite internal documents related to the company’s marketing strategy.

“Juul knew it was selling to kids,” Attorney General Maura Healey said at a news conference. “They plastered the internet.”

An analysis of Juul’s early advertising practices supports the attorney general’s claims. Vox cited a Stanford study that looked at thousands of Instagram posts, emails and ads, and came to [a] searing conclusion: “Juul’s marketing was patently youth-oriented. Juul also appeared to borrow directly from the tobacco industry playbook.”

Consequences of vaping

  • Severe nicotine addiction
  • Lung problems
  • Death

One Juul cartridge contains nearly the same amount of nicotine as a pack of cigarettes. Many people – especially underage users – were unaware of the risks when they started.

If you’ve unsuccessfully tried to quit using Juul products and/or have been diagnosed with nicotine addiction by a medical professional, you may have a product liability claim against the company. Contact Elk & Elk for a free consultation today.