The settlement, which was co-led by New York Attorney General Letitia James and California Attorney General Rob Bonta, will force retailers to secure Juul products behind counters and verify the age of purchasers, and Juul must cease using people under 35 years old in its marketing materials that directly or indirectly target young people.
Wednesday's announcement "places the most stringent restrictions on Juul's marketing, sales, and distribution practices in order to protect and prevent minors from underage smoking," according to a release from the New York's AG office.
Juul said that this settlement means the company is "nearing total resolution" of its "historical legal challenges and securing certainty for our future," which now total more than $1 billion. About 2.55 million middle and high school students in the US used e-cigarettes in 2022, according to researchers from the US Centers for Disease Control and Prevention and the US Food and Drug Administration.
Last December, Juul Labs announced it settled more than 5,000 cases brought by approximately 10,000 plaintiffs in the US, resolving a substantial amount of legal issues for the company.
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