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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
Please add me to this class action against JUUL MARKETING MDL case 3:19-md-02913. Thanks again !
Please add me also. Both my teenaged sons were addicted to Juul. Both of my boys have quit but one has had health issues and now struggles with anxiety.
Add me. Need info on all Juul lawsuits.
Please include me, my 28 year old daughter tried to to try to quit smoking
Juul has targeted my son into thinking it’s cool and he thinks it’s safer than cigarettes. Everyone does it he says and I don’t know how to get him to understand it’s just as bad as cigarettes. He thinks it makes him look cool is what I believe started him using bc of the advertisements.. but now he is addicted and needs it. Please add me
I switched over to Juul and I find myself constantly.. more than when I smoked cigarettes. Help!!!
My husband quit smoking cigarettes and started using Juul and now he use it more then when he smoked cigarettes, spends a lot of money on them weekly he is really addictive to those things.
And I truly think teenagers are targeted as well.
My husband quit smoking cigarettes and started using Juul and now he use it more then when he smoked cigarettes, spends a lot of money on them weekly he is really addictive to those things.
And I truly think teenagers are targeted as well.
Please
Add me too! Totally addicted to Juul.