On Tuesday, November 19th, State Attorney General Letitia James announced a lawsuit aimed at JUUL Labs.  In it, the company is accused of using deceptive and misleading marketing in the sale of its e-cigarettes. The suit alleges the practice contributed to the youth vaping epidemic in New York.

According to James’ office, JUUL illegally sold its products to minors though its website and third-party retail stores throughout the state resulting in  a large number of young people to become addicted to nicotine. In addition, the suit alleges the company misrepresented its products as a safer alternative to traditional cigarettes.

“There can be no doubt that JUUL’s aggressive advertising has significantly contributed to the public health crisis that has left youth in New York and across the country addicted to its products,” James said in a statement. “By glamorizing vaping, while at the same time downplaying the nicotine found in vaping products, JUUL is putting countless New Yorkers at risk.”

The New York State Department of Health says there have been 42 deaths and 2,172 cases of severe vaping-related illnesses across the country, including 146 cases in New York.

The New York Chapter ACS strongly recommends that every effort be made to prevent the initiation of e-cigarettes by youth and adults. The use of products containing nicotine in any form is unsafe and in youth can harm brain development. Furthermore, evidence indicates that young e-cigarette users are at increased risk for both starting to smoke and becoming long-term users of combustible tobacco products. > Read our statement on e-Cigarette, Cannabis and Tobacco Use