HOUSTON — Harris County Attorney Christian D. Menefee filed a lawsuit Thursday in California state court against e-cigarette company JUUL and several of its executives.
A press release states that Harris County is the first governmental entity in Texas to join the nationwide fight to hold JUUL accountable for the deliberate and deceptive marketing of its highly addictive and destructive products to young people.
“JUUL took its marketing plan from the tobacco industry’s template by creating an image that would lure teenagers. JUUL’s vaping devices are designed to appear like a slick, high-tech gadget that’s attractive to young people. The brand even offers kid-friendly flavors like mango and cool mint,” said Menefee. “Cigarette companies were long ago barred from engaging in this type of marketing. Our youth do not deserve to be exploited by a company looking for a lifetime of profits. My office will hold JUUL accountable for its exploitative and negligent practices designed to create the next generation of nicotine users.
"Lawsuits were a major reason that federal regulators finally reined in cigarette industry, which has caused so much death in this country. I will continue that tradition by making sure JUUL doesn’t get away with the same behavior.”
The lawsuit contends JUUL targeted young people by using social media to showcase the product as a lifestyle brand. The company also adopted a “Make the Switch” campaign to mislead the public that e-cigarettes were benign smoking cessation devices, even though JUUL was never designed to break addictions.
In fact, JUUL’s e-cigarettes were designed to maximize addiction through its patented nicotine delivery mechanism.
The CDC’s website warns of nicotine’s harmful effects on the developing brains of adolescents, and how JUUL’s products have also caused lung and cardiovascular injuries.
JUUL also took advantage of the loose regulations for e-cigarettes, and made sure its products and advertising do not contain any health risk warnings.
As part of the lawsuit, the Harris County Attorney’s Office is also suing cigarette giant Altria, which owns 35 percent of JUUL and other companies like Philip Morris. Altria was instrumental in helping JUUL develop its marketing tactics, using its well-developed playbook.