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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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Please add me. I definitely think they target kids with it being easy to get and saying it’s safer than cigarettes and kids think they look cool. My 16 year old daughter started with her friends as they let her try and now she had her own
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My granddaughter started vaping because all the other kids were. I have repeatedly tried to get her to stop. I have told her how bad it is for her lungs and she has had heart problems and doing this? She said she can just order it so easy and refuses to quit. She started this at 16. It should not be that easy for kids to get their hands on. It destroys their lungs.
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Please add me I’m batteling my 16 ye old now over them. She said it’s easy to get them from Amazon
They definitely target young people. All three of my children have been affected by Juul. My youngest who just turned 21 continues to vape constantly despite the controversy. My child and friends believe that it is safer than smoking and will not acknowledge the dangers and risks to the lungs. Recently, my child went to the ER for chest pain and difficulty breathing after being diagnosed with COVID, but the X-rays did not show pneumonia. I definitely believe the problems my child had with breathing was related to vaping.
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I believe they do target the youth. My son was definatly affected by it.