GSA is representing families of teenagers who have become addicted to nicotine through use of JUUL vaping devices.
JUULing is the act of using a JUUL vaping device, an item that is rechargeable and has a similar appearance to that of a USB drive, which is filled with a JUUL pod, a nicotine solution. The widespread use of vaping among teens has been covered by a variety of news outlets such as the New York Times and Mashable. As the complaint discusses, JUUL has geared much of its advertising towards teens using bright colors and attractive models, which selling a product that is reported to have a higher dose of nicotine than tradition cigarettes. Furthermore, the product draws in young users by coming in flavors such as Mango and Creme Brulee.
Since its release, the Center for Disease Control and Prevention has reported a steady increase in the numbers of high school students JUULing. GSA’s investigation has revealed that there are countless high school and even middle school students who cannot stop JUULIng and have become addicted to nicotine and put themselves at risk adverse changes to their brain chemistry. GSA believes JUUL is responsible for this phenomenon. On July 24, Massachusetts’ Attorney General, Maura Healey, announced that the state would begin an investigation on the company due to determine its practices of targeting minors and enticing them to use their device. In the press conference she stated, “they’re engaged in an effort to get kids addicted, to get kids hooked, so that they’ll have customers for the rest of their lives.”