Colorado to receive $31 million settlement from Juul

Stems for nationwide case

BY OLIVIA PRENTZEL THE COLORADO SUN

Colorado is expected to receive $31.7 million from electronic cigarette manufacturer Juul Labs in a multistate settlement over claims the company used deceptive marketing tactics and promoted products to teens, the state’s attorney general announced April 11.

e lawsuit, led in 2020, claimed Juul was misrepresenting the health risks of their vapes and targeted young people by hiring social media in uencers to promote e-cigarettes and brand ambassadors to give free samples to teens at Colorado convenience stores.

“ is settlement is a victory for the state of Colorado and everyone who fell victim to Juul’s reckless, deceptive, and unconscionable marketing tactics,” Attorney General Phil Weiser said in a statement. “While no amount of money or new restrictions on Juul’s business practices can undo the harms caused by the teen vaping epidemic, this settlement will make great strides toward reducing it and can support young people who are hurting now more than ever.” e settlement funds will be used solely to address tobacco prevention and teen mental health programs, Weiser said in a news conference, despite a news release his o ce sent earlier that said it would be used in part to cover attorneys’ fees.

Vapes typically contain the same addictive nicotine as other tobacco products.

“ at $31 million is going to be dedicated entirely to supporting young people who have su ered both from a public health and from a mental health perspective,” Weiser said. “ e kids are not OK. Right now they’re su ering. is vaping epidemic is part of that, it has in icted harms that remain and that need to be addressed.” e attorney general’s o ce will send $167,000 to the National Association of Attorneys General to reimburse them for a grant they provided for investigation and litigation costs,