JUUL Lawsuit: Case Details, Side Effects, and Complaints

Allegations Against JUUL Labs, Inc.

JUULPODS™ expose consumers to larger amounts of nicotine that can cause damaging, long-term health complications.

Despite receiving numerous reports from JUUL® users of the above side effects, JUUL Labs, Inc. glamorized their product and engaged in deceptive marketing practices that distorted the non-addictive claims of JUUL® devices, its nicotine levels and strength, and implied that their product is a safer alternative to traditional cigarettes.  In marketing their product, JUUL Labs, Inc. failed to disclose that its products contained adverse health risks. 

According to recent studies, JUUL’s marketing practices throughout the years have targeted youth despite their repeated assertions their product is intended for adults.  Since its start, the company has aimed its advertising towards youth and featured imagery that would appeal to youth.  In marketing e-cigarettes, JUUL Labs, Inc. mimicked the tobacco industry’s playbook in targeting and encouraging youth to use their product.  JUUL Labs, Inc. created an assortment of flavors such as mint, mango, and crème brulee, which are proven to be attractive to young people and encourage tobacco use.  JUUL Labs, Inc. has “preyed upon youth and adolescents with slick marketing that simultaneously suggests e-cigarettes are harmless or less harmful to users and promotes appealing flavors that attract kids.”  Many of the pending cases further detail the epidemic of youth e-cigarette use that has plagued minors, adults, families, schools, and communities. 

To date, dozens of young people have been hospitalized across the country for severe adverse effects after using e-cigarettes.  Because of the continued increase in e-cigarette related illnesses, the White House has intervened and JUUL Labs, Inc.’s chief executive officer stepped down.

On October 2^nd, 2019, the U.S. Judicial Panel on Multidistrict Litigation (“JPML”) agreed to consolidate all federally filed JUUL® e-cigarette lawsuits into one court for pre-trial proceedings.

The litigation has been consolidated in the United States District Court for the Northern District of California and Judge William H. Orrick, an experienced transferee judge, has been assigned to preside over the litigation.