Attorney General James Uthmeier announces a historic $79 million settlement with JUUL Labs, creating a new initiative to fight youth vaping in Florida

Tallahassee, Florida – Attorney General James Uthmeier of Florida has announced a significant $79 million settlement with JUUL Labs, Inc., resolving litigation concerning the company’s past marketing tactics aimed at targeting children in the state. This legal action comes after a thorough investigation into JUUL’s promotional practices that were found to be enticing young users to their addictive products. As part of the settlement, JUUL Labs has agreed to abide by stringent restrictions on how it markets its products in Florida moving forward.

Speaking about the resolution, Attorney General Uthmeier highlighted his deep personal concern for children’s wellbeing, noting, “As a father, the safety and wellbeing of children is top of mind, all the time. Florida has been a leader in the fight to end teen vaping, and I’m proud to announce this monumental settlement with JUUL.” He emphasized that while this settlement marks a significant achievement, there is still much work to be done in protecting the state’s youth from harmful substances.

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The settlement stipulates that JUUL will no longer target minors in its advertising, promotion, or marketing strategies within Florida. Furthermore, JUUL must cease using models under the age of 35 in its campaigns and will no longer feature brand names or cartoons in its advertisements. The company is also prohibited from placing its products or logos in television shows or movies. These measures are designed to reduce the influence of JUUL’s marketing on underage audiences.

In addition to these advertising restrictions, JUUL will also be forbidden from making claims about the nicotine content in their products compared to traditional cigarettes. The company is also prohibited from advertising in media outlets where youth make up a significant portion of the audience, ensuring that 85% or more of the viewers are not underage. Lastly, JUUL is banned from using billboards in Florida as part of the settlement agreement.

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As part of the deal, JUUL has agreed to pay a total of $79 million to the State of Florida. This includes a substantial $30 million that will be allocated to the new Vape Free Florida Fund. This fund will be used to further strengthen enforcement of Florida’s laws that protect children from harmful marketing and the use of nicotine and vapor products. “This is a critical step toward curbing the harmful effects of vaping on our youth,” said Uthmeier. “The Vape Free Florida Fund will ensure that we continue to fight against the predatory marketing tactics used by companies like JUUL.”

The investigation and lawsuit that led to this settlement focused on JUUL’s design of a sleek, technology-focused vaping device that could easily be hidden by children and the company’s use of flavored products that appealed to underage users. By paying this settlement, JUUL acknowledges the responsibility to change its practices and adhere to the new guidelines set forth by the state of Florida.

This settlement and the creation of the Vape Free Florida Fund are significant steps in the ongoing battle against teen vaping in Florida. The settlement provides a clear message to companies in the nicotine and vaping industry: they will be held accountable for their role in attracting young people to addictive substances. Moving forward, Florida is poised to continue its leadership in efforts to protect children from the dangers of vaping, ensuring that the state remains a strong advocate for public health.

As the legal fight continues to unfold, the settlement marks a pivotal moment in the broader effort to combat vaping among minors, sending a strong signal that the state of Florida is committed to safeguarding the health of its youth.