Juul sued by MA, allegedly advertised on children's websites

Lawsuit alleges Juul advertised in Seventeen Magazine, Nick Jr. as part of campaign explicitly targeting kids

How Juul gets kids addicted to vaping: it's even worse than you think

E-cigarette brand JUUL Labs is being sued for intentionally marketing and selling its e-cigarettes to young people on platforms such as Cartoon Network and Nickelodeon, following its product's launch in 2015.

A Juul-made e-cigarette. E-cigarettes are purportedly popular with teens, another point of contention between the industry and FDA.

E-cigarette producer Juul Labs Inc. purchased online advertisements on teen concentrated websites for Nickelodeon, Cartoon Network, and Seventeen magazines after it instigated its invention in 2015 as per litigation categorized on Wednesday by the MA attorney general's office.

According to CNN, the lawsuit accuses Juul of violating state and federal law by advertising e-cigarettes and nicotine-containing flavor pods to children. Image via Wikimedia Commons/user:Mylesclark96.

Illinois, California and NY have also sued Juul, but MA is the first to cite the company's internal ad strategy documents as evidence, according to CNN. "But our investigation shows that was not true".

In the NY suit, that state's attorney general alleged that Juul had sent its marketing representatives to high school assemblies.

The researchers found that in some cases, the addition of the JUUL specific question resulted in dramatic increases in youth e-cigarette estimates, particularly for female students and black students. But Massachusetts claims the models who "appeared in the photographs" seemed "inappropriately or unsuitably young".

Lawsuit alleges Juul advertised in Seventeen Magazine, Nick Jr. as part of campaign explicitly targeting kids
Health officials may be underestimating the prevalence of teen e-cigarette use

That plan, however, was rejected in favor of the pitch featuring young-looking models. With kids on screens more than seven hours a day, according to a 2019 report from Common Sense Media, they are more available than ever to companies who want to influence them to buy their products, whether it be through entertainment websites, educational websites or social media platforms.

Although the prevalence of vaping is high among adolescents, branding and brand loyalty are playing a major role in the perception of "smoking" (including the use of e-cigarettes) and "vaping" among high school students.

Those documents, charges the lawsuit, indicate that Juul's "Vaporized"-themed launch marketing strategy, starting in 2015, was created to persuade young people that its e-cigarette is a "cool, cutting-edge tech lifestyle product that advances (a user's) image".

The lawsuit alleges that Juul tried to recruit Miley Cyrus, Cara Delevingne and Kristen Stewart, celebrities with a large number of minor followers.

"We remain focused on resetting the vapor category in the USA and earning the trust of society by working cooperatively with attorneys general, regulators, public health officials, and other stakeholders to combat underage use and transition adult smokers from combustible cigarettes", Juul said.

The lawsuit said Cult suggested that JUUL should present itself as "a technology company, not a tobacco company" that had achieved "proprietary technological advances in both physics and chemistry".

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