In 2015, JUUL Labs, Inc. introduced its first e-cigarette in the United States. Since then, teenagers in New England and throughout the country have used JUUL products. Some teens may have believed that JUULing was safer than traditional cigarettes because of JUUL’s marketing and social media campaigns. Now they may be paying the price, and our Boston area mass tort attorneys are here to help them get the fair recoveries they deserve.

JUUL Health Risks and Dangers

Teen VapingE-cigarettes are still relatively new and scientists are still evaluating the long-term health consequences of e-cigarette use. However, “The use of e-cigarettes is unsafe for kids, teens, and young adults,” according to the Centers for Disease Control and Prevention (CDC). Some of the dangers already associated with vaping include:

  • Nicotine addiction. Nicotine addiction can create long-term health problems and impact adolescent brain development. Teens who vape may be more likely to have issues with self-control, attention, learning, mood regulation, and impulse control.
  • Lung problems. Severe lung disease has been reported in some teens who use e-cigarettes.
  • Cancer. The Journal of Pediatrics reports that some of the flavoring used in e-cigarettes may be carcinogenic.

Other serious health risks may also be connected to vaping. For example, in 2019, the Food and Drug Administration (FDA) began investigating the potential connection between vaping and seizures.

JUUL Marketing Strategies: Massachusetts Sues JUUL Labs

JUUL Labs maintains that it did not market its products to minors. Yet, the evidence suggests otherwise. Several state attorney generals have filed lawsuits against JUUL Labs for its role in creating a youth vaping epidemic.

In February 2020, Massachusetts Attorney General Maura Healey announced that the Commonwealth was suing JUUL Labs “for creating a youth vaping epidemic by intentionally marketing and selling its e-cigarettes to young people….” According to the Massachusetts Attorney General’s press release JUUL intentionally marketed its products to young people by choosing a marketing campaign that appeals to young people by:

  • Rejected a marketing campaign featuring adult smokers. Instead, the company chose a marketing campaign known as “Vaporized” that featured sexually provocative images of young people and celebrities.
  • Targeting online places teens and children frequent. The marketing campaign included social media sites often used by young people, such as Instagram and YouTube, and websites often used by children, such as Nickelodeon, Nick Jr., the Cartoon Network, Seventeen Magazine, and others.
  • Attempting to recruit social medial influencers and celebrities that lots of kids and teens follow. The company offered free products to promote its brand on social media.
  • Manufacturing and marketing flavored products that appeal to children and teens. These flavors included crème brulee, mango, cool cucumber, and others.
  • Sending direct emails without age verification. JUUL allegedly promoted its products and offered discounts to people who failed to complete age verification information on its website.
  • Selling and shipping products to underage consumers. The company allegedly allowed underage consumers to purchase products from its website without proper age screening or verification. The shipments were sent without requiring an adult signature upon delivery.
  • Working with hundreds of retailers who had previously sold tobacco products to people under the age of 21. The Commonwealth alleges that JUUL Labs conducted a secret shopper program, caught some retailers selling to underage customers, and continued doing business with them anyway.

The Massachusetts lawsuit seeks compensation for the public health crisis affecting teens and young adults across the Commonwealth.

Protect Your Teen’s Right to a Fair Recovery

State lawsuits are important, and so are the other lawsuits filed by parents and school districts across the country. However, as a parent, you need to know how to protect your own child’s right to a fair recovery.

Your child may be able to recover damages for the significant harm caused by JUUL products. Our Massachusetts mass tort attorneys will fight for your child’s fair recovery of past and future:

  • Medical expenses
  • Lost income
  • Out-of-pocket costs
  • Physical pain
  • Emotional suffering

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John L. Keefe
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Founding Attorney, Massachusetts Social Security Disability Lawyer