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The Juul MDL, consolidated class actions alleging the company intentionally marketed its products to young people, came out relatively unscathed after an attempt at dismissal.
Part owner of the company, Altria, attempted to dodge the multidistrict litigation (MDL), arguing that it did not have a role in the alleged Juul marketing campaign that targeted youth with tobacco products. In a recent ruling, a federal judge largely disagreed, finding that the plaintiffs had sufficiently couched their allegations that Altria enriched itself at the expense of nicotine-addicted youth pursuant to the Racketeer Influenced and Corrupt Organization Act.
U.S. District Judge William H. Orrick pointed out in his order that the Juul MDL alleged Altria “had the goals of growing the market of nicotine-addicts, most specifically youth addicts, to ensure a new pipeline for Altria and to enrich the founder and director defendants.”
Judge Orrick also preserved Juul MDL claims against individual board members and investors who allegedly had a hand in the youth-targeted marketing campaigns, in addition to garnering billions in profit.
Certain state claims were dismissed, however, due to the lack of Class representatives, according to the order.
The plaintiffs in the Juul MDL chalked up another win a few days later when a magistrate judge okayed their motion to question Altria’s Chief Executive Billy F. Gifford in a deposition.
Dozens of class action lawsuits were filed against Juul claiming the company targeted youth and even children in slick marketing campaigns that allegedly falsely advertised the vaping products as less addictive and dangerous than traditional cigarettes. The claims were consolidated into California federal court in 2019.
The Juul MDL alleges that the vaping products contain 20 percent more nicotine than is advertised by the company. This allegedly results in consumers, including young teenagers, thinking that it is safe for them to use the products. Additionally, some Juul products deliver massive amounts of nicotine, contrary to the company’s claim that vaping is a safe alternative to traditional cigarettes.
Are you addicted to Juul? Do you think Juul targeted youth with its e-cigarette advertising? Tell us what you think in the comment section below!
The plaintiffs are represented by co-lead counsel Sarah R. London of Lieff Cabraser Heimann & Bernstein, Dena Sharp of Girard Sharp LLP, Dean Kawamoto of Keller Rohrback LLP, and Ellen Relkin of Weitz & Luxenberg.
The Juul Marketing MDL is In re: Juul Labs Inc. Marketing, Sales Practices and Products Liability Litigation, Case No. 3:19-md-02913, in the U.S. District Court for the Northern District of California.
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27 thoughts onJuul MDL Update: Class Actions Alleging Vapes Marketed to Youth Survive Dismissal
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Why are kids getting their hands on vapes of any kind? Cuz adults are buying them for kids & grandkids. I see it all the time. Those adults should be held responsible for disobeying the laws! NOT JUUL!
Anyone who used Juul to quit cigarettes traded a safer addiction. I think Jull & all vapes need to know that adults are purchasing them for “kids” & that is who should be held responsible!
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As a vaper, and really a former smoker, I want to say this lawsuit has basically put my life and that of 1000s of other reformed smokers at risk. JUUL issues are not JUUL company issues. They are blatant PARENTING issues, or lack there of.