The Juul may be dominating the vaping competition, but its foundation is being challenged by a series of mounting hurdles — including three new lawsuits.
Along with constant pressure from the U.S. Food and Drug Administration (FDA), local politicians continue to legalize e-cigarette bans and speak out against potential health hazards. Also, the industry’s alleged targeting of youthful users has been criticized and, since April, at least three lawsuits have been filed against the San Francisco-based company.
Ahhh, the sweet smell of success.
Everyone wants a sniff.
Two of the JUUL lawsuits were filed in California, alleging the company’s advertising deceived the first-time users into believing the products were not habit-forming.
Both JUUL lawsuits aim for monetary rewards, claiming the products they purchased contained “more potent doses of nicotine than cigarettes,” according to wired.com. They also seek change in industry marketing practices.
The third lawsuit centers on a teenager from New York state, identified as “D.P.” Originated by the 15-year-old’s mother in June, the case alleges JUUL’s product contained “more nicotine than necessary to satisfy the cravings of an adult smoker.” The perceived high volume of nicotine apparently made the teen “anxious, highly irritable, and prone to angry outbursts,” wired.com reported.
D.P.’s vaping “urges” led to the high school student forming poor study habits. He also developed a bad attitude because “he is unable to avoid (vaping) even though it subjects him to disciplinary measures at home and at school,” the lawsuit read.
Recently valued at $15 billion and in the midst of expanding internationally with a new office in London, JUUL has been featured in several news cycles over the past six months.
News of additional lawsuits likely will sour JUUL’s taste for near-term success.
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