Electronic cigarette maker Juul Labs will pay nearly $440 million to settle a two-year investigation by 33 states into the marketing of its high-nicotine vaping products, which have long been blamed for sparking a national surge in teen vaping.
Most of the limits imposed by Tuesday’s settlement won’t affect Juul’s practices, which halted use of parties, giveaways and other promotions after coming under scrutiny several several years ago.
But since 2019 Juul has mostly been in retreat, dropping all U.S. advertising and pulling its fruit and candy flavors from store shelves.from the market. Juul challenged that ruling in court, and the FDA has since reopened its scientific review of the company’s technology.The FDA review is part of a sweeping effort by regulators to bring scrutiny to the multibillion-dollar vaping industry after years of regulatory delays.
“We remain focused on our future as we fulfill our mission to transition adult smokers away from cigarettes - the number one cause of preventable death - while combating underage use,” the company said in a statement.Juul has agreed to refrain from a host of marketing practices as part of the settlement.
Juul initially sold its high-nicotine pods in flavors like mango, mint and creme. The products became a scourge in U.S. high schools, with students vaping in bathrooms and hallways between classes.
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