Products Liability Law Reporter

North Carolina, though its Attorney General Joshua Stein, filed a complaint for a permanent injunction, equitable monetary relief, and other remedies, alleging that JUUL Labs, Inc., violated the state’s Unfair or Deceptive Trade Practices Act, N.C. Gen. Stat. §75-1.1 et seq. The state asserted that JUUL was accountable for its role in the state’s vaping epidemic among children and for targeting teens with its highly addictive e-cigarette.

The parties agreed to entry of a final consent judgment requiring JUUL to, among other things, pay $40 million to the state over the next six years and change its business practices in North Carolina. Such changes include an agreement not to use content, including cartoons, that appeals to underage individuals; sell its products to underage individuals; and enter into an agreement with a state retailer to display its products in a location other than behind a counter. JUUL also agreed to take age verification measures and to refrain from making any claims or representations comparing the amount of nicotine in JUUL products to that found in combustible cigarettes.

Citation: North Carolina v. JUUL Labs, Inc., No. 19-CVS-2885 (N.C. Super. Ct. Durham Cty. Jun. 28, 2021).

State’s counsel: Hon. Joshua H. Stein, Raleigh, N.C.