Oregon Attorney General Ellen Rosenblum believes it’s clear that JUUL, the nation’s most well-known e-cig brand, has been intentionally targeting teens since being launched in 2015. In leading the Oregon Department of Justice (DOJ) investigation on JUUL targeting to appeal their products to teens, Rosenblum states:

“It’s hard to believe they weren’t aware their advertising at least appeared to be targeted to young people, and that it was quite successful.”

Oregon Attorney General Ellen Rosenblum

With today’s vaping epidemic being a nationwide issue, many including Rosenblum believe that JUUL has played a large part in luring young people to start vaping in the first place, and thus being a leader to this youth vaping and illness crisis. JUUL is also now partially owned by Altria, one of the world’s largest producers and marketers of tobacco, cigarettes and related products.

A 2018 Stanford study showed Juul launch advertisements that appeared to have an appeal to youth.

Oregon is one of several states investigating Juul’s practices, and North Carolina has already sued the e-cigarette company for its youth-targeted marketing tactics.