Florida Attorney General James Uthmeier has announced a significant settlement with JUUL Labs, Inc., resolving litigation concerning youth vaping and the company's past marketing practices that allegedly targeted children in the state. The settlement, amounting to $79 million, aims to protect Florida's youth from the dangers of vaping and ensure that JUUL refrains from targeting minors in its advertising, promotion, and marketing efforts.
Attorney General Uthmeier, emphasizing his role as a father, expressed his commitment to prioritizing the safety and well-being of children. He stated, "Florida has been a leader in the fight to end teen vaping, and I'm proud to announce this monumental settlement with JUUL." As part of the settlement, $30 million will be allocated to the newly established Vape Free Florida Fund, which will focus on enforcing Florida's laws that protect children from harmful marketing and products.
The settlement comes in the wake of an investigation and lawsuit filed by the Attorney General's Office, which sought to halt JUUL's past marketing practices. The litigation alleged that JUUL developed a technology-focused vaping device that could be easily concealed from parents by children and sold its nicotine products in flavors known to attract underage users.
In addition to the $79 million payment, JUUL has agreed to several terms as part of the settlement. The company will refrain from targeting youth in its advertising and promotion of products in Florida. This includes not using models under the age of 35 in its advertising, not using brand names or cartoons, and not having its product or logo placed in TV or movies. JUUL will also not make any claims or representations comparing the nicotine content in its products to that found in combustible tobacco products.
Furthermore, JUUL will only advertise its products in media or outlets in Florida if, according to nationally established advertising demographic services, at least 85% of the audience is not youth. The company will also abstain from using billboards in the state.
The settlement marks a significant step in Florida's ongoing efforts to combat youth vaping and protect children from the harmful effects of nicotine addiction. By holding JUUL accountable for its past marketing practices and establishing strict guidelines for future advertising, the state aims to create a safer environment for its young residents.
Attorney General Uthmeier's establishment of the Vape Free Florida Fund demonstrates the state's commitment to enforcing its nicotine and vapor laws and ensuring that companies like JUUL do not target minors in their marketing strategies. The fund will provide resources to support the enforcement of these laws and help educate the public about the dangers of vaping, particularly among youth.
As Florida continues to lead the charge against teen vaping, this settlement serves as a reminder of the importance of protecting children from the harmful effects of nicotine addiction and the need for responsible marketing practices in the vaping industry.
- To view a copy of the Florida settlement with JUUL, click here.
