Even today, we don’t know the full extent of harmful side effects of Juul, but a new lawsuit alleges Juul Labs boldly marketed the nicotine-heavy e-cigarette to kids back in 2015.

Despite Juul insisting that it meant for its vaping devices to end up in the hands of adult smokers trying to quit, the Massachusetts attorney general alleges the company deliberately targeted youth.

According to the lawsuit, hundreds of celebrities and social media influencers such as Miley Cyrus, Cara Delevingne, Jennifer Lawrence and Robert Pattinson received free Juul materials in 2015 and 2016. The alleged intent was to have photos of these celebs “Juuling” posted on social media where kids can see their favorite celebrities participating in everyday habits.

At a news conference announcing the lawsuit, Massachusetts Attorney General Maura Healey said, “Juul knew it was selling to kids. They plastered the internet.”

The lawsuit also alleges Juul bought advertising space on websites directed to children, including Nickelodeon and Cartoon Network, and even some websites that cater to preschool-aged kids.

Juul’s fruit-flavored and sweet-tasting vaping e-liquids appealed to young people who would be turned off by the tobacco flavor of regular cigarettes. Many youth are unaware of the harmful side effects of Juul. One Juul pod contains as much nicotine as a full pack of cigarettes and that nicotine is an addictive substance capable of altering the brain and leading to further addictions later in life.

Harmful Side Effects of Juul Hidden by Glitz and Glamour

Buzzfeed News reports the Massachusetts lawsuit reveals internal Juul documents show the company created a marketing campaign aimed at youth and used avenues to reach underage users.

The lawsuit alleges Juul originally wanted to be perceived as “a technology company” because its Juul vaping pen looks more like a USB device more than an e-cigarette. By showing the slick Juul pen next to an old clunky vaping pen along with other 40-year-old technology such as boom boxes and flip phones, the company was going to appeal to people who remembered when those devices were all the rage.

In the end, Juul opted for models who were “New York trendsetters who embody the Juul brand and speak to millennial consumers,” according to the lawsuit. Despite some Juul employees and members of its board of directors worrying that some of the models looked “too young” to be vaping, Juul approved the ad campaign.

A Juul launch party in New York City in June 2015 was followed by ad blitzes in Times Square and the internet. Juul sponsored an array of events and gave away Juul devices throughout the summer in New York and Los Angeles, ensuring the “in” crowd would be Juuling in no time.

E-cigarette use is addictive due to the nicotine content. Flavors may include toxic chemicals such as diacetyl, a chemical linked to “popcorn lung.” Ultrafine particles of chemicals and heavy metals such as lead may be inhaled deep into the lungs. Nicotine itself can cause increased blood pressure, increased heart rate and a narrowing of the arteries. Young people are at risk of nicotine poisoning, which can result in seizures due to an overdose of nicotine.

In autumn 2019, Juul stopped selling sweet and fruity flavored vaping pods in the U.S., and stopped all nationwide advertising. Juul is facing a number of lawsuits filed by state governments, municipal governments, school districts and individuals.

According to the U.S. Surgeon General’s 2018 survey, one in five high school students reported vaping in the last 30 days. More high school students vape than the number of adults who use e-cigarettes.

Join a Free JUUL E-Cigarette Class Action Lawsuit Investigation

If you or your child suffered seizures after vaping with a JUUL e-cigarette, you may benefit from participating in a free JUUL class action lawsuit investigation.

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This article is not legal advice. It is presented 
for informational purposes only.