Attorney General Balderas Files Lawsuit Against JUUL Labs for Illegal Marketing and Selling of E-Cigarettes to New Mexican Youth

For Immediate Release:
May 8, 2020
Contact: Matt Baca — (505) 270-7148

Santa Fe, NM—Attorney General Hector Balderas announced today that his office has
sued JUUL Labs Inc. for creating a youth vaping epidemic by intentionally marketing
and selling its e-cigarettes to young people. The lawsuit, filed in the First Judicial District
Court in Santa Fe, alleges that the company illegally advertised and sold nicotine
products to underage youth and created an epidemic of nicotine addiction among young
people. The lawsuit demands that JUUL pay for the costs associated with combating
this public health crisis affecting young people across New Mexico.
“Vaping companies should not be targeting New Mexican children with an addictive
product that could compromise their health and safety,” said Attorney General Balderas.
“My office will continue to fight large companies who harm our families and risk the lives
of our future generation.”
According to the lawsuit, JUUL’s misconduct has created a public health crisis and an
epidemic of nicotine addiction among underage consumers, which constitutes a public
nuisance for which JUUL is liable to the State. The Office of the Attorney General seeks
restitution, damages, and penalties for JUUL’s illegal conduct and an order requiring
JUUL to abate the harm it has caused in New Mexico.

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