JUUL Labs Inc. Virginia tobacco and menthol flavored vaping e-cigarette products are displayed in a convenience store on June 23, 2022 in El Segundo, California. The Tulalip Tribes of Washington have sued e-cigarette giant Juul Labs Inc. , alleging the company and its affiliates illegally targeted teenagers across the sovereign Indian nation north of Seattle with deceptive ads about the addictiveness of its product., filed in U.S.
According to the suit, cigarette companies have known for decades that flavored products are key to getting young people to acclimate to nicotine. In a 1972 Brown & Williamson memorandum called “Youth Cigarette – New Concepts,” it specifically noted it is a “well-known fact that teenagers like sweet products.”
In January 2020, the FDA banned flavored e-cigarette pods, other than “Tobacco” and “Menthol” flavors, in response to “epidemic levels of youth use of e-cigarettes” because these products are “so appealing” to children.Alongside using kid-friendly flavors, JLI’s design is slick and high-tech, which makes it appealing to youth. Cited as the “iPhone of e-cigarettes,” JLI co-founder Adam Bowen drew on his experience as a design engineer at Apple Inc.
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