JUUL and Vaping

Many suits against e-cigarette manufacturers allege that they intentionally market their products to young people. E-cigarette makers created products with fun and fruity flavors that are in no way analogous to traditional cigarettes. It is unlikely that flavors like “fruit medley, mango, cool mint, cucumber, and crème,” were intended to target adult cigarette smokers. Instead, these flavors made nicotine more accessible to younger people who didn’t already smoke. In 2009 the FDA banned tobacco companies from selling these flavors, but by then the damage was done. JUUL also specifically markets its device as easily concealable, sleek, and without a noticeable odor—all traits that lend toward evading notice. Many plaintiffs are alleging that vaping devices were specifically designed to make it less likely for underage users to be caught by their parents, teachers, and other supervisors.