Juul has just been ordered to pay a massive $462 million for its involvement in the 'youth vaping epidemic'.
The e-cigarette manufacturer has been landed with the colossal fine following some pretty bold claims that the company inappropriately targets minors.
The staggering settlement was revealed at a virtual press conference today (12 April).
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The news has already broken records as Juul has been ordered to pay out $462 million to six states and Washington DC which officially makes it the largest multi-state settlement with the company.
The settlement followed allegations that the electronic cigarette company has been unlawfully targeting an addictive vaping product to minors.
Such states involved in the big pay out include the likes of California, Colorado, Illinois, Massachusetts, New Mexico, New York, and Washington DC.
However, as part of the settlement, Juul does not currently admit any wrongdoing.
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The company has since settled in lawsuits with nearly every state and local governments across the US with a total pay out number standing at more than $1 billion.
"There is no doubt that Juul played a central role in the vaping epidemic today," New York Attorney General Letitia James announced at a virtual press conference today.
She continued: "Juul is paying for widespread harm caused and will undergo severe restrictions on its marketing and sales practices."
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According to James, Juul 'targeted youth by glamourizing vaping with colourful ads' alongside using 'young models' in advertisements.
She added that the company did so 'all while downplaying the harmful effects of vaping'.
"Juul lit a nationwide public health crisis by putting addictive products in the hands of minors and convincing them that it’s harmless," the attorney said in a statement.
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"Today they are paying the price for the harm they caused."
New York is set to receive a total sum of $113 million over the next several years which James states will be mostly used to fund smoking abatement programmes.
The settlement also includes firm restrictions on both the e-cig company's sales and marking abilities.
James added that Juul guided customers to believe that its nicotine products were safer than traditional cigarettes.
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The attorney claimed: "Taking a page out of Big Tobacco’s playbook, Juul misled consumers about the health risks of their products."
According to the US Centers for Disease Control and Prevention and the US Food and Drug Administration, over 2.5 million middle and high school students in the US alone vaped in 2022.
Rhiannon Ingle