Juul to pay N.C. $40M and stop targeting kids after igniting vaping “epidemic“

Enlarge / Juul went with a fashionable, "cool" marketing strategy. (credit: Mass.gov)

Electronic cigarette maker Juul and the state of North Carolina have reached a settlement over the state’s claims that Juul aggressively targeted its “highly addictive” products to youth, igniting a vaping epidemic.

While still denying any wrongdoing, Juul has agreed to pay North Carolina a total of $40 million over the course of six years. Additionally, the company will adhere to a list of restrictions aimed at blocking any promotion and sales of its products to youths. According to the list, Juul won’t use advertisements that may appeal to youth; it will avoid most social media advertising and the use of influencers; it won’t sponsor sports and entertainment events, like concerts; and it won’t use anyone under the age of 35 in its marketing.

The company also agreed to help enforce age restrictions by running a “secret shopper” program. Juul will send undercover representatives, ages 21 to 27, into at least 50 stores throughout the Tar-Heel State per month to check whether retailers are verifying buyers’ ages.

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