Florida Attorney General James Uthmeier announced a $79 million settlement with JUUL Labs, Inc. to resolve litigation regarding the company’s past marketing practices that targeted underage users. As part of the agreement, JUUL will cease all marketing efforts aimed at youth in Florida.
The settlement resolves a lawsuit filed by the Attorney General’s Office, which alleged that JUUL intentionally marketed its vaping products to children, creating a technology-focused device easily concealed from parents and offering nicotine products in flavors appealing to underage users.
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“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,” said Attorney General James Uthmeier.
To further combat youth vaping, Uthmeier announced the establishment of the “Vape Free Florida Fund,” allocating $30 million of the settlement funds towards enforcing Florida’s laws protecting children from harmful marketing and products.
In addition to the financial settlement, JUUL has agreed to several restrictions on its marketing practices in Florida:
- No use of models under the age of 35 in advertising.
- No use of brand names or cartoons in advertising.
- No product or logo placement in TV or movies.
- No claims comparing nicotine levels in JUUL products to combustible tobacco.
- Advertising only in media with audiences where at least 85% are adults.
- No billboard advertising in Florida.
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The settlement marks a significant step in Florida’s efforts to curb youth vaping and hold companies accountable for marketing practices that endanger children.
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