North Carolina sues Juul for selling to youths, misrepresenting danger

North Carolina Attorney General Josh Stein today filed a lawsuit against Juul for “designing, marketing, and selling its e-cigarettes to attract young people and for misrepresenting the potency and danger of nicotine in its products in violation of North Carolina’s Unfair and Deceptive Trade Practices Act.” North Carolina is the first state to take legal action against Juul, Stein pointed out in his statement. “JUUL, which has 75 percent of the overall e-cigarette market, has claimed that its products are intended only for adult smokers – but use of JUUL is now rampant and growing among middle and high school students,” he said. Stein is requesting the court to require Juul to cease selling e-cigarettes to minors in North Carolina, limit the flavors sold in the state, stop advertising and marketing practices that are intended to or likely to appeal to minors, and delete all customer data for customers whom Juul cannot confirm are at least 18. Altria (MO) acquired a 35% stake in Juul for $12.8B in December of 2018.