Popular e-cigarette maker Juul intentionally and egregiously
tailored its marketing to appeal to underage youth, according to
a lawsuit filed by Massachusetts Attorney General Maura Healey
on February 12.
The company’s early marketing in 2015 and 2016 purposefully
used young, “cool” models in its launch campaign, recruited
teen “influencers” on social media, and bought banner and video
advertisements on numerous websites aimed at teens and children,
including Cartoon Network’s cartoonnetwork.com and
Nickelodeon’s sites Nick.com and NickJr.com. Juul even went so
far as to give advice to underage consumers over email on how to
get around age restrictions to make online purchases of the
The lawsuit lands as public health officials across the nation
are still grappling with an explosion in e-cigarette use by youth,
the Food and Drug Administration has referred to as an
“epidemic.” Between 2011 and 2019, recent use of
e-cigarettes by middle schoolers increased from 0.6 percent to 10.5
according to the Centers for Disease Control and Prevention.
For high schoolers, use increased from 1.5 percent to 27.5 percent
in that timeframe. That means that by 2019, more than 1 in every 4
high school students said they had used e-cigarettes within the
last 30-days from the time of the survey.
Source: FS – All – Science – News
Juul bought ads on CartoonNetwork.com, NickJr.com, other kid sites, suit says