North Carolina sues JUUL

Justin Trimble, reporter

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North Carolina Attorney General Joshua Stein filed a lawsuit Wednesday against popular e-cigarette maker Juul Labs, making it the first state to take legal action against the company.

North Carolina’s reason for suing is because Juul has been “deceptively downplaying the potency and danger of the nicotine.” This means that their warning labels for nicotine weren’t at the quality that the state either requires or wants. They also are suing for advertising for people under the legal smoking age of 18 in North Carolina

Their lawsuit is overlapping a lot with the FDA laws such as selling to minors. Another FDA restriction would be the selling of fruit and candy flavors in stores. Allowing menthol tobacco and mint. But North Carolina wants mint off shelves as well. North Carolina also is also wanting to restrict the purchasing of flavors online. All the flavors you purchase in the store should no longer be available on the Juul website for North Carolina residents to purchase except for tobacco and menthol.

Juul currently controls 68 percent of the electronic cigarette market in the United States, where it offers Juul pods that contain five percent nicotine, far higher than the 1.7 percent legal limit in Britain or Europe. In early 2018, Juul entered the international market, launching in Israel, which has no age restriction on the advertising or selling of e-cigs to minors. The company also hit United Kingdom shelves three weeks ago,

“Addicting a new generation of teenagers is unacceptable, illegal and that’s why I’m taking action,” Stein told The Washington Post. “This is about a company that is selling its product predominantly to [youth]. There has to be some limitation on the way they do business.” Joshua Stein is pushing other states to do this same action as well.

Juul’s attorneys fired back against accusations for making advertisements to minors stating “That’s just an indication of how quickly Juuls became prevalent, You blinked your eye, and suddenly they were all over the place.” Researchers say that Juul’s sly age-verification technique and social media marketing campaigns are most revealing of the company’s true intent.

“I don’t really think that consumers that actually want to stop smoking should only have the options of menthol and tobacco. These flavors exist so people of the legal age should be able to use these products,” stated Brant Golden when examining the situation.

“I think Juul has been insincere from the very beginning in saying it’s only for adult smokers,” said Robert Jackler, principal investigator at a Stanford University School of Medicine program that studies the impact of tobacco advertising.

Whilst looking for Juul ads that mean what Juul says that their product is for the last generation to help them quit smoking but nine out of ten of their ads don’t have an elderly person in them.

“These ads are bright, colorful, and the people in these ads are having fun jumping around and smiling but this is not what the company should be known for or being advertised for,” Golden said when asked his thoughts of the ads.

“We don’t think a lot about addiction here because we’re not trying to design a cessation product at all,” stated Ari Atkins an engineer for the production of Juul in 2015. This again means they are public about keeping Juuls out of the hands of minors and keep them in consumers that are the legal age.

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