Today, Attorney General James Uthmeier announced a $79 million settlement with JUUL Labs, Inc. The settlement addresses litigation over the company’s past marketing practices that targeted children in Florida. As part of the agreement, JUUL will refrain from advertising, promoting, or marketing its products to youth in Florida.
“As a father, the safety and wellbeing of children is top of mind, all the time. Florida has been a leader in the fight to end teen vaping, and I’m proud to announce this monumental settlement with JUUL,” stated Attorney General James Uthmeier. “However, our work continues—which is why I am establishing the Vape Free Florida Fund, which allocates $30 million of the settlement funds toward enforcement of Florida’s laws protecting children from harmful marketing and products.”
The Attorney General’s Office initiated an investigation and lawsuit against JUUL for its previous marketing strategies that attracted minors to their nicotine products. The lawsuit claimed that JUUL developed a technology-focused vaping device easily concealable by minors and marketed flavors appealing to underage users.
Under the terms of the settlement, JUUL will pay $79 million to Florida. Of this amount, $30 million will support the Vape Free Florida Fund aimed at enforcing state nicotine and vapor laws as directed by Attorney General Uthmeier. Additionally, JUUL agrees not to target youth in any advertising or promotional activities within Florida.
Further conditions include prohibiting JUUL from using models under 35 years old in advertisements; banning brand names or cartoons; restricting product placement on TV or movies; avoiding claims comparing nicotine levels between JUUL products and combustible tobacco; limiting advertisements only where 85% or more of audiences are adults according to national demographic services; and eliminating billboard use in Florida.
