Did JUUL Labs advertise its products to children?

Several states, including Illinois, claim that JUUL Labs has illegally marketed vaping products to minors. Now, there are reportedly internal documents from JUUL Labs describing the company’s 2015 marketing strategy that seem to support the claims made by Illinois and other states.

2015 JUUL Marketing Campaign

Massachusetts, like Illinois, filed a lawsuit against JUUL regarding its pre-2018 marketing campaigns. As Massachusetts investigated JUUL Labs’ practices, the state uncovered internal documents that allegedly describe how JUUL Labs marketed its products to children and teens.

JUUL Labs used the slogan “vaporized” in its 2015 marketing campaign. According to news reports of the Massachusetts case, the vaporized marketing strategy included:

  • Young models. The models used in the vaporized campaign appeared young and posed as “New York trendsetters who embody the JUUL brand and speak to millennial consumers.” Internal documents show that employees and the Board of Directors were concerned about whether the models appeared too young.
  • Advertising on children’s websites. The vaporized campaign ran on kids’ sites, including Nickelodeon sites (nick.com and nickjr.com), Cartoon Network, Seventeen Magazine, and websites designed to help middle and high school students with their math and social studies homework.
  • An effort to recruit the right influencers. Specifically, JUUL Labs tried to recruit “celebrities with large numbers of teenage fans.”

At the same time, JUUL Labs allegedly failed to check the age of people making online purchases, and reportedly rejected a marketing campaign aimed at getting adult smokers to quit smoking. Instead, the company choose the vaporized campaign.

Has JUULing Hurt your Child?

The lawsuits brought by Illinois and other states are important and may prevent future families from dealing with the issues that your child and family are suffering.

However, if your child has become addicted to or suffered a medical condition because of JUUL products, then you or your child may be able to pursue a lawsuit. If your child is under the age of 18, then you should pursue a lawsuit on your child’s behalf. If your child is 18 years old or older, then your child should pursue their own lawsuit, and you may provide support and guidance during the process.

By bringing your own lawsuit, you can make sure that your child gets fair compensation for past and future medical costs, lost income, out-of-pocket expenses, pain, suffering, and other damages.

Contact our experienced and dedicated JUUL injury lawyers today to learn more. For more than 50 years, we have been fighting for individual clients and helping our community. We are here for you any time—24/7/365—and we look forward to providing you with a free case evaluation so that you can make sure that your child’s rights are protected.

Jason F. Abraham
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Managing Partner, Hupy and Abraham