'Juul basically took a page from Big Tobacco's playbook,' New York Attorney General Letitia James says.
New York Attorney General Letitia James announced a lawsuit against Juul, the e-cigarette company, because of its marketing practices, which she says were geared toward youth.
The lawsuit, which was filed in Manhattan Supreme Court, alleges that Juul engaged in deceptive marketing practices and illegally sold e-cigarettes to minors on its website and through third-party retail stores. The suit further alleges Juul advertising campaigns failed to warn consumers that Juul e-cigarettes contain nicotine, and falsely marketed them as a safer alternative to traditional cigarettes.
At present, Juul holds 70% of the e-cigarette market, according to James. There are currently 4.1 million high school students and 1.2 million middle school students who use e-cigarette products. A study published this summer in the journal Drug and Alcohol Dependence found that 45% of the Twitters users following the account @JUULvapor were between the ages of 13 and 17. Only 20% of @JUULvapor's followers were 21 years old or older.
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