NY Sues JUUL For Deceptive, Misleading Marketing

Rich Lamb
November 19, 2019 - 12:43 pm
Juul products

AP Photo/Seth Wenig, File

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NEW YORK (AP) — New York has joined the ranks of states suing the nation's biggest e-cigarette maker.

Attorney General Letitia James announced the lawsuit on Tuesday against San Francisco-based JUUL Labs.

James declared JUUL took a page from big tobacco's playbook by marketing its products in a way that was appealing to underage youth.

"It mislead consumers about the nicotine content of JUUL's products. It misrepresented the safety and the therapeutic value of its products by saying they were safer than cigarettes and suggesting that consumers make the switch, when in reality, JUUL's products contain significant amounts of nicotine and are not cessation devices," James said.

RELATED: LI Teen Sues Juul, Claims Addiction Was Caused By Deceptive Marketing

"JUUL now claims to have made a mistake, never intending to market their poison to my students. I invite the co-founders of JUUL to come to my high school and try to defend that lie, or better yet, present your excuses to the 16-year-old kid who was once a star athlete, on the honor roll, and now is in tears and desperation because he can't quit," Easthampton High School Principal Adam Fine said.

James says the lawsuit seeks to disgorge all of JUUL's profits, as a result of what she termed "the fraudulent and illegal practices alleged."

Juul said in response that it's focused on "earning the trust of society'' by working with government entities to combat underage use and "convert adult smokers from combustible cigarettes."

The company was sued by California on Monday and North Carolina in May. Illinois, Massachusetts and several other states are also investigating the company.

WCBS880.com contributed to this report.