Juul's product has long been blamed for sparking a national surge in teen vaping.
FILE PHOTO - State Attorney General Letitia James leaves the podium after announcing a lawsuit against e-cigarette giant Juul on November 19, 2019 in New York City. Electronic cigarette maker Juul Labs will pay nearly $440 million to settle a two-year investigation by 33 states into the marketing of its high-nicotine vaping products, which have long been blamed for sparking a national surge in teen vaping.
The state investigation found that Juul marketed its e-cigarettes to underage teens with launch parties, product giveaways and ads and social media posts using youthful models, according to a statement. Most of the limits imposed by Tuesday's settlement won't affect Juul's practices, which halted use of parties, giveaways and other promotions after coming under scrutiny several years ago.
But since 2019 Juul has mostly been in retreat, dropping all U.S. advertising and pulling its fruit and candy flavors from store shelves. While Juul's early marketing focused on young, urban consumers, the company has since shifted to pitching its product as an alternative nicotine source for older smokers.
The deal also includes restrictions on where Juul products may be placed in stores, age verification on all sales and limits to online and retail sales.
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