2 More States Sue Juul Over the Marketing of Its Vaping Products

The attorneys general of New York and California announced lawsuits against Juul this week, alleging that the company deliberately marketed and sold vaping products to young people — and helped create a public health crisis in the process.

The lawsuits allege that the company specifically targeted young people with deceptive advertising, featuring flavors like mango, cool mint, crème brûlée and cucumber. They charge that the company failed to warn customers that the products contain nicotine, misrepresented them as a safer alternative to cigarettes and illegally sold them to minors. The attorney general of North Carolina announced a similar lawsuit in May.

The New York suit, filed on Tuesday, stated that in 2015, the year Juul products went on the market, the company threw parties in New York City and the Hamptons, and debuted advertising campaigns featuring young models and hashtags like #LightsCameraVapor.

“By glamorizing vaping, while at the same time downplaying the nicotine found in vaping products, Juul is putting countless New Yorkers at risk,” Attorney General Letitia James of New York said in a statement announcing the lawsuit.

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