Juul Faces New Lows in 2020 With Back-to-Back Lawsuits

The once-trendy vape brand is accused of targeting minors

It’s no secret that collaboration is essential to growth, but the how of it isn’t always so clear—and it's the understanding of how that is a true competitive advantage. Join Adweek X, a uniquely formatted event on December 4 in LA, to unlock fresh perspectives, true collaboration and growth.

Massachusetts is the latest state to crack down on San Francisco-based vape brand Juul, which has so far had a 2020 defined by morale-depleting scandals and costly lawsuits.

Maura Healey, the attorney general of Massachusetts, filed and publicly announced the suit against Juul and its ex-parent company Pax Labs on Wednesday, alleging the company deliberately targeted minors in its marketing. The suit also alleges that the e-cigarette manufacturers hired Steven Baillie as a temporary in-house art director to produce a tween- and teen-oriented campaign—titled “VaporizEd”—with young, attractive models and celebrities (some of whom were “unsuitably” young and legally underage).




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in