Attorney General Raúl Torrez Reaches Settlement with JUUL Labs Inc. for their Unlawful Advertising Practices Targeting New Mexico Youth

Albuquerque, NM – Today, the New Mexico Office of the Attorney General reached a settlement agreement with JUUL Labs Inc., and its executives, for a total of $17,082,606.98. In addition to the settlement funds, the company has also agreed to comprehensive advertising regulations that prohibit targeting New Mexico Youth.

Among the expansive regulations outlined in the settlement agreement, JUUL has agreed not to show any persons under 35 years of age in their advertising, promote or highlight their products on any form of media that could be shared on social media or shown solely to an underage group, to not use cartoons for their promotional activities, or place advertisements on billboards, on public transportation, or within 1000 feet of any elementary, middle or high school, or any public playground.

“I will fight to protect children from harmful advertising and products and ensure that companies who target and sell products to children through social media platforms are held accountable for their dangerous messaging,” said AG Torrez. “Today’s settlement is another reminder that I will continue to investigate and work for the people of New Mexico to protect their health and wellbeing, especially when it involves our children.”

The agreement also requires JUUL to secure JUUL products behind retail store counters and verify the age of consumers that directly sell or promote its products online. The agreement places the most stringent restrictions on JUUL’s marketing, sales, and distribution practices in order to protect and prevent minors from underage smoking. In addition, the agreement’s restrictions on JUUL are also binding on JUUL’s former directors and executives, Adam Bowen, Hoyoung Huh, James Monsees, Nicholas Pritzker, and Riaz Valani, and any business they control that sells nicotine products.

Funds from this settlement will go towards programs that assist youth with the prevention and reduction of e-cigarettes, research in support of preventing youths from using e-cigarettes, research into e-cigarette health effects, and other prevention measures.

Attached is the settlement agreement signed by the two parties and awaiting approval from the judge.

JUUL Settlement Agreement

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