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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).