Juul purposely targeted young people in its marketing and rolled back decades of progress in combating underage tobacco and nicotine use. By intentionally appealing to underage buyers while downplaying the health risks of vaping, Juul caused a nationwide public health crisis. This settlement shows that predatory marketing practices like this will not stand and that companies like Juul must be held accountable for the harm they cause.
E-cigarettes were developed to help people quit smoking, but they created a whole new generation of smokers as they contain nicotine — sometimes at a higher dose. The earlier a person uses nicotine-containing products, the stronger the addiction and the more difficult it is to quit. Until the US doubles down on taking such addictive products off the shelves and streets, teenagers will continue to consume them. This goes beyond any one company and is a regulation issue.