Juul's Vape: Underage Scandal And Legal Fallout

Juul, one of the top e-cigarette companies in the US, has been at the centre of controversy since its launch in 2015. The company has been accused of marketing its products to minors and has faced intense scrutiny over its advertising and sales practices. In 2019, the US Food and Drug Administration (FDA) launched an investigation into Juul Labs' marketing practices, raiding their offices and seizing documents. This was followed by multiple other investigations at state and federal levels. The company has been criticised for its use of colourful packaging, a variety of flavours, and young models in its marketing campaigns, which have been blamed for the surge in teenage vaping. In 2022, the FDA ordered Juul to remove its products from the market, citing insufficient evidence that they met public health standards. However, this decision was reversed in 2025, with the FDA stating that a full review of Juul's products is still pending. Juul has agreed to several settlements, including a $462 million deal to settle over 5,000 US vaping lawsuits.

Juul's marketing targeted youth

In 2023, New York Attorney General Letitia James secured a $462 million settlement from JUUL Labs Inc. (JUUL) and its former directors and executives for their role in the youth vaping epidemic. The settlement was the result of a lawsuit filed by James in November 2019, which accused JUUL of deceptive and misleading marketing that glamorized vaping with colourful ads featuring young models using fruity, sweet, and minty flavours that appealed to youth.

JUUL's marketing and sales strategies have been widely criticised for targeting young people. The company's early marketing campaigns, including youth-oriented launch events and free sampling at youth events such as rock concerts, were found to mirror well-known tobacco industry tactics. JUUL's social media campaigns were also widely distributed on platforms such as Instagram, which is popular among youth. The use of influencers, a type of paid promotion where a popular person with a large social media following is paid to promote a product, further amplified the reach of JUUL's marketing to young people.

In addition to its marketing, JUUL has been criticised for its direct outreach to high school students, including in at least one New York City school, where a JUUL representative falsely told high school freshmen that its products were safer than cigarettes. After JUUL's launch in 2015, e-cigarette use among New York City high school students increased threefold from 8.1% in 2014 to 23.5% by 2018. By 2019, the proliferation of vaping led to a national outbreak of severe vaping-related illnesses, with more than 2,500 hospitalizations and at least one reported vaping-related fatality in New York.

The settlement agreement includes stringent restrictions on JUUL's marketing, sales, and distribution practices to protect and prevent minors from underage vaping. JUUL is required to refrain from any marketing that directly or indirectly targets youth, including the use of anyone under the age of 35 in promotional material, funding youth education/prevention campaigns, or sponsoring school-related activities. The company must also limit the amount of retail and online purchases an individual can make and perform regular retail compliance checks at a percentage of New York's retail stores that sell JUUL's products.

Juul misled consumers about nicotine content

In 2019, New York Attorney General Letitia James sued Juul for its deceptive and misleading marketing that glamorized vaping with colorful ads featuring young models using fruity, sweet, and minty flavors that appealed to youth. One of the main allegations was that Juul misled consumers about the nicotine content of its products. Juul's products contain high concentrations of nicotine, which drew criticism as their use among teenagers skyrocketed.

The lawsuit also alleged that Juul misrepresented the safety and therapeutic value of its products by stating that they were safer than cigarettes. In addition, Juul failed to prevent minors from purchasing its products in stores across the country. After Juul launched in 2015, e-cigarette use in New York City high school students increased threefold from 8.1% in 2014 to 23.5% by 2018.

In 2023, the New York State Attorney General's office secured a $462 million settlement from Juul for its role in the youth vaping epidemic. The settlement included stringent restrictions on Juul's marketing, sales, and distribution practices to protect and prevent minors from underage vaping. As part of the agreement, Juul is required to secure its products behind retail store counters and verify the age of consumers who directly sell or promote its products online. The settlement also requires Juul to refrain from any marketing that directly or indirectly targets youth, limit the amount of retail and online purchases an individual can make, and perform regular retail compliance checks.

Juul misrepresented the safety and therapeutic value of its products

Juul Labs, the dominant e-cigarette company, has been accused of misrepresenting the safety and therapeutic value of its products. The company has long claimed that its products can be used as a tool to stop smoking cigarettes and that they are safer than traditional cigarettes. However, the US Food and Drug Administration (FDA) has stated that Juul violated federal regulations by promoting and selling its vaping products as a healthier option without federal approval.

In 2019, the New York State Attorney General sued Juul for its deceptive and misleading marketing practices. The lawsuit alleged that Juul misled consumers about the nicotine content of its products and misrepresented the safety and therapeutic value of its products. Juul was also accused of directly targeting youth in its marketing campaigns, including sending representatives to high schools to falsely tell students that its products were safer than cigarettes.

The FDA's decision to ban Juul's products from the US market in 2022 was based on a similar conclusion. The FDA found that Juul's applications "lacked sufficient evidence regarding the toxicological profile of the products to demonstrate that the marketing of the products met the public health standard required by law." The FDA's review also highlighted the potential health risks associated with vaping highly addictive nicotine, particularly for minors.

Juul's marketing and sales strategies have come under scrutiny from state and federal authorities, with multiple investigations launched into the company's practices. Critics have accused Juul of using colourful packaging, a variety of flavours, and young models in its marketing campaigns to target teenagers. As a result of these concerns, Juul has faced lawsuits, settlements, and restrictions on its marketing, sales, and distribution practices.

While Juul maintains that its products are designed for adult smokers, the evidence suggests that the company has misrepresented the safety and therapeutic value of its products, contributing to a youth vaping epidemic.

Juul failed to prevent underage sales

Juul, one of the top e-cigarette companies in the US, has been at the centre of several controversies since its launch in 2015. One of the most prominent issues has been its failure to prevent underage sales, which has resulted in a rapid rise in vaping among teenagers.

In 2019, the New York State Attorney General sued Juul for its deceptive and misleading marketing that glamorized vaping with colourful ads featuring young models using fruity, sweet, and minty flavours that appealed to youth. The lawsuit also alleged that Juul misled consumers about the nicotine content of its products and misrepresented the safety and therapeutic value of its products by stating that they were safer than cigarettes.

The lawsuit highlighted instances of Juul's direct outreach to high school students, including in at least one New York City school, where a Juul representative falsely told high school freshmen that its products were safer than cigarettes. This pervasive launch and ad campaign reached teenagers across the country, who then introduced Juul's products to their peers, leading to a rapid increase in youth vaping.

The harmful impact of Juul's failure to prevent underage sales is evident in the subsequent rise in e-cigarette use among young people. After Juul's launch in 2015, e-cigarette use among New York City high school students increased threefold from 8.1% in 2014 to 23.5% by 2018. By 2023, more than 2 million American middle and high school students used e-cigarettes, with nearly 9 in 10 students reporting that they used flavoured e-cigarettes, according to the US Centers for Disease Control and Prevention.

To address this issue, several states took legal action against Juul. In 2021, North Carolina became the first state to reach a settlement with Juul, with the company agreeing to pay $40 million. In 2023, a multistate agreement led by the New York and California Attorneys General secured $462 million from Juul and its former directors and executives for their role in contributing to the youth vaping epidemic. This agreement included stringent restrictions on Juul's marketing, sales, and distribution practices to protect minors from underage vaping.

As a result of these settlements and increasing public scrutiny, Juul has implemented changes to its marketing and sales strategies. However, the long-lasting impact of its failure to prevent underage sales continues to affect young people across the country, highlighting the importance of strict regulations and enforcement to protect public health, especially among vulnerable youth.

Juul's products lack sufficient evidence regarding toxicological profile

In 2022, the US Food and Drug Administration (FDA) ordered Juul to take its products off the market, citing a lack of "sufficient evidence regarding the toxicological profile of the products to demonstrate that the marketing of the products met the public health standard required by law." This decision was reversed in January 2025, with the FDA stating that it had conducted additional substantive review of the applications in a number of disciplines, including toxicology, engineering, social science, and clinical pharmacology. However, the FDA's reversal does not amount to an authorization of Juul's products, and a full review of the company's products is still pending.

Juul's products have been at the center of controversy due to their high nicotine content and appeal to young consumers. The company has been criticized for its marketing strategies, including the use of colorful packaging, a variety of flavors, and young models in its campaigns. These tactics have been blamed for the rapid rise in vaping among teenagers, with about one in every 10 high school students and one in every 22 middle school students reporting the use of e-cigarettes in the past 30 days.

The lack of sufficient evidence regarding the toxicological profile of Juul's products is a significant concern, as it calls into question the safety and potential health risks associated with their use. The high nicotine content in Juul's products, at 59mg/ml, is significantly higher than the limit in the UK of 20mg/ml. This has raised concerns about the addictive nature of the products and their potential impact on public health, especially among young people.

The controversy surrounding Juul's products has led to legal actions and settlements. In 2023, Juul agreed to pay $462 million to six states and the District of Columbia to address its role in the youth vaping epidemic. Additionally, Juul has faced thousands of lawsuits from customers who claimed they became addicted to the products and experienced severe health problems.

The reversal of the FDA's marketing ban on Juul in 2025 has sparked mixed reactions. While Juul welcomes the decision and looks forward to working with the agency, public health advocates and anti-tobacco groups have expressed deep concern. The American Lung Association, for example, urged the FDA to deny all Juul products, citing the company's role in the youth e-cigarette epidemic.

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