Source: KiddNation / Kidd Nation
A three-year investigation from the Federal Drug Administration (FDA) and Attorneys General has come to a close.
Electronic cigarette brand Juul has been sentenced to pay a heavy fine for marketing their products to underaged children. $438.5 million is set to be paid to 35 states and territories, including New Jersey and Delaware. The payment will be distributed over a period of six to ten years.
The settlement was reached after a Connecticut court found marketing efforts from Juul as illegal. The settlement will also limit Juul’s sales and marketing abilities. Which includes, restrictions on marketing to people under age 35; limits on in-store displays; online and retail sales limits; and a retail compliance check protocol.
Since Juul’s rise as the nation’s largest e-cigarette company, the company deliberately included free samples, social media campaigns, launch parties, and the use of young models in their advertising campaigns. Packaging for Juul’s products had the ability to hide several flavors sold. During a trial hearing in 2019, teens testified against Juul citing that a Juul representative came to their school telling a ninth-grade class that their product was “totally safe”.
In a press release following the decision Juul wants to shift their identity.
We remain focused on our future as we fulfill our mission to transition adult smokers away from cigarettes – the number one cause of preventable death – while combating underage use.
The $438.5 million settlement total amounts to about 25% of Juul’s U.S. sales of $1.9 billion last year.
To further understand Juul’s rise and marketing tactics in their early days, check out TIME’s brief video on the company’s effect on the today’s youth.
