Last Wednesday, the state of North Carolina has launched legal action against e-cigarette maker Juul, and accused the company of appealing to younger consumers and misrepresenting the potency and risks of nicotine in their products.
Again and again, this is the latest legal action brought against the company by the State of North Carolina. The attack is based on the fact that the products of the famous brand can promote nicotine consumption among underage buyers.
« JUUL targeted youth as clients and, as a result, vaping became an epidemic", Said in a statement Josh stein, Attorney General of North Carolina. " JUUL's business practices are not only ruthless but also illegal, and I intend to stop them, we cannot allow another generation of young people to become addicted to nicotine. " he added.
Juul did not immediately respond to CNBC's request for comment.
According to Stein, the company purposely designed its products to appeal to younger consumers and social media by paying influencers who promote their product. The lawsuit also alleges that Juul used age verification methods without taking any precautions on online purchases.
According to the complaint, Juul would have "minimized" the danger of nicotine in its flavored e-liquids. A " JUUL's classic pod is so addictive, almost three times the allowable concentration offered in most other countries. »
The North Carolina attorney general is urging the court to force the company to stop selling e-cigarettes to minors in the state and limit the number of flavors sold. Juul, which is partly owned by tobacco giant Altria and dominates the e-cigarette market, says its products are intended only for adult consumers.