E cigs and health concerns about nicotine addiction among teens has led to litigation against JUUL labs by school districts nationwide. School officials claim that having to battle a growing e-cigarette epidemic is draining money and resources that could be better spent elsewhere.

The Plaintiffs

Three school districts in Kansas, Missouri and New York have fired the opening salvo in what portends to be litigation of monumental proportions, according to the New York Times. They are claiming that JUUL Labs has deliberately targeted young people in its marketing, making millions while these schools must bear the expense of dealing with a growing rate of e-cigarette use among its student body.

One superintendent says that students fail to completely understand the consequences of e-cigs and health risks associated with them.

“They don’t understand the long-term ramifications of vaping and the amount of addictive chemicals they are dealing with … it’s our role to protect our students,” John Allison, who heads Olathe Public Schools just across the state line from Kansas City, Mo. told the New York Times.

E Cigs and Health: Nicotine Addiction and More

E-cigarettes deliver a substantial amount of highly addictive nicotine. In a number of cases, this has led to seizures among young users, who are unaware of just how much of the substance they are ingesting. However, that is only one of the dangers of what is known as “Juuling,” or vaping.

According to the Centers for Disease Control, nearly 1,100 people across the country, many of them youth and young adults, have been hospitalized in recent months with a “mysterious lung disease” that according to some physicians resembles the type of injury that results from exposure to toxic fumes. At least 12 people have died from this yet to be identified vape-related respiratory condition.

Toxic Chemicals?

While many of the illnesses have been associated with “bootleg” home-made vape, it is known that many of the ingredients used to create candy and fruit flavored vape pods also contain substances that, while innocuous by themselves at room temperature, undergo chemical reactions when heated. The result is seriously toxic chemical fumes.

Because of this, a number of state and local governments have either banned flavored vape products altogether or have issued a moratorium on sales. The federal government is considering such a ban, while some major retailers – including Walmart and Kroger – have stopped selling e-cigarette products altogether, and a number of television networks have dropped advertising for JUUL.

JUUL Responds

In the face of allegations that the company has focused on marketing to children and youth, JUUL states that it “… exists to help adult smokers switch from combustible cigarettes.” It website claims that the product was never intended for use by underage youth. Former CEO Kevin Burns has also told nonsmokers not to use the product.

The fact remains that JUUL ads in the past have shown attractive young people enjoying the product, and the company did run an active social media campaign that was accessible to youth. As a result, the rate of vaping among teens has skyrocketed in the past few years.

Is JUUL Labs responsible for e cigs and health problems among youth? The courts will decide in the coming years.