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User Image vapecig 18-Jul-2023

Millions in Settlement from Juul Labs

In a landmark settlement, the vape manufacturer Juul Labs has agreed to pay millions of dollars to both Maryland and Virginia, putting an end to a two-year investigation into the company's marketing tactics. Virginia Attorney General Jason Miyares and Maryland Attorney General Brian Frosh, along with more than 30 other states and territories, have signed a tentative agreement with Juul Labs, totaling a staggering $438.5 million to be paid out over nearly a decade. Virginia is set to receive $16.1 million, while Maryland could potentially receive over $13 million from the settlement.

The Dangers of Marketing Nicotine to Children

Attorney General Brian Frosh expressed his concerns about the marketing practices employed by Juul Labs, stating, "Marketing nicotine to children is flat out dangerous. It puts kids at risk for a lifetime of addiction." He further emphasized the hope that this settlement, once finalized, will put an end to Juul's harmful sales practices. The bipartisan investigation, initiated in 2020, accused Juul Labs of deliberately targeting young people through strategies such as launch parties, social media marketing, and the use of trendy-looking models.

Misleading Consumers and False Claims

The investigation revealed that Juul's original packaging failed to disclose the correct concentration of nicotine, misleading consumers. Additionally, the company falsely portrayed its product as a device that could assist users in quitting smoking cigarettes, even though this claim had not been substantiated by the federal Food and Drug Administration (FDA). These deceptive practices further heightened concerns about Juul's impact on public health.

Stricter Advertising Restrictions

As part of the tentative agreement, Juul Labs will be required to shift its advertising focus away from young people. The provisions of the agreement include refraining from depicting individuals under the age of 35 in marketing materials and avoiding advertising on billboards or in close proximity to schools. While many of these restrictions may not immediately impact the company's current practices, Juul Labs has already discontinued parties, giveaways, and flavored products due to previous scrutiny regarding its marketing tactics aimed at minors.

The Financial Terms and State Utilization

Although the tentative agreement stipulates a total payout of $438.5 million over a period of five to nine years, the specific terms with each state are still being finalized. Notably, the longer Juul Labs takes to fulfill the payment, the greater the amount they will owe. Consequently, the company could end up paying close to $480 million when all is said and done. The utilization of the settlement funds is yet to be determined, and the respective spokespersons for Maryland and Virginia attorneys general did not provide immediate comments regarding their plans.

Juul Labs' Legal Troubles

This recent settlement is just one of the many lawsuits Juul Labs has faced, or is currently facing, related to its contribution to what the FDA has labeled a teen vaping epidemic. In 2019, D.C.'s Attorney General Karl Racine filed a lawsuit against the company for misleading advertising and marketing targeted at youth. Additionally, several other states, including Arizona, North Carolina, and Louisiana, have reached separate settlements with Juul Labs. Once a dominant player in the e-cigarette market, Juul's popularity among young people has declined in recent years due to the emergence of disposable vaping products. Recent FDA data indicates that Juul is now the fourth most common brand among students who vape, trailing behind the leading brand, Puff Bar.


The settlement between Juul Labs and the states of Maryland and Virginia marks a significant step in holding the company accountable for its marketing practices that allegedly targeted young people. The financial compensation received from the settlement will aid the states in addressing the consequences of teen vaping. While this agreement is an important development, it is only one piece of the legal puzzle Juul Labs must navigate as it faces numerous lawsuits across the United States.


1. How much money will Maryland receive from Juul Labs' settlement?

Maryland is expected to receive over $13 million from the settlement with Juul Labs. The exact amount is subject to the finalization of terms.

2. What measures will Juul Labs have to implement regarding its advertising practices?

As part of the settlement, Juul Labs will be required to modify its advertising approach. The company must avoid depicting individuals under the age of 35 in its marketing materials and refrain from advertising on billboards or near schools, among other restrictions.

3. Will the settlement impact Juul Labs' immediate practices?

Many of the terms outlined in the agreement will not have an immediate impact on Juul Labs' current practices. The company has already discontinued parties, giveaways, and flavored products due to previous scrutiny over marketing to minors.

4. How much money could Juul Labs end up paying in total?

The settlement agreement stipulates a payout of $438.5 million over five to nine years. However, if Juul Labs delays payment, the final amount owed could reach nearly $480 million.

5. What are some of the other lawsuits faced by Juul Labs?

In addition to the settlement with Maryland and Virginia, Juul Labs has faced or is currently facing various lawsuits across the United States. For instance, D.C.'s Attorney General Karl Racine filed a lawsuit in 2019, accusing the company of misleading advertising and marketing to youth.