Consumer product claims remain one of the most prevalent forms of class action lawsuits. Some of the world’s biggest brands have found themselves under such legal scrutiny, including Apple (for its unreliable MacBook keyboards), Crocs (for its shrinking shoes), and the subject of this particular article: JUUL Labs, the manufacturers of the popular e-cigarettes.

JUUL users took action against the brand for its sketchy sales practices and contribution to their nicotine addictions.

Though the filing window for the JUUL e-cigarettes settlement class has since closed, the suit has nevertheless kicked off a wave of strict regulations against e-cig manufacturers that have reshaped the vaping industry as we know it.

What You Should Know About the JUUL Class Action Lawsuit

  • Heightened Scrutiny on E-Cigarette Manufacturers: The JUUL settlement has set a precedent, leading to increased scrutiny on marketing practices and product safety across the vaping industry.
  • Consumer Awareness: Consumers are becoming more informed about the potential risks of vaping, which could lead to a decrease in the perception of e-cigarettes as a safer alternative to smoking.
  • Impact on the Regulatory Landscape: The lawsuit has contributed to a more stringent regulatory environment for e-cigarette manufacturers, which could result in further restrictions and compliance requirements.
  • Industry-Wide Implications: Other companies in the vaping and tobacco industry are likely to face similar legal challenges, driving a shift towards more transparent and responsible business practices.

Background of the Lawsuit

The legal issues surrounding JUUL e-nicotine products began to surface as reports of health complications and nicotine addiction among users started making headlines.

The primary allegations against JUUL Labs revolved around deceptive marketing practices that allegedly targeted minors and young adults, making vaping appear trendy and safe. Critics also argued that the JUUL’s sleek USB-like design and sweet-flavored nicotine pods were deliberately marketed to appeal to a younger audience.

An uptick in teen vaping seems to support these allegations though it's difficult to tell what exactly caused the uptick.

The claims gained further traction as studies revealed the health risks associated with JUUL products. Researchers discovered that JUUL pods contain and deliver more nicotine than traditional cigarettes, raising concerns about addiction among teenagers who were previously non-smokers. People of all ages reported several other negative consequences, as well, including lung injuries and hindered blood vessel function.

All of these findings were directly opposed to the e-cigarette brand’s marketing, which positioned its products as safer alternatives to traditional cigarettes.

Recent Studies on Vaping Show Concerning Results

Recent studies published in 2023 and 2024 have reinforced concerns about the health risks associated with JUUL products.

Researchers have found that the nicotine levels delivered by JUUL pods are significantly higher than those in traditional cigarettes, exacerbating the risk of addiction, particularly among teenagers. Additionally, new findings have linked the use of e-cigarettes, including JUUL, to severe lung injuries and impaired cardiovascular function, further challenging the industry's claims that these products are safer than traditional tobacco.

Details of the Class Action Settlement

JUUL Labs agreed to a $300 million settlement to resolve claims that it misled consumers about the safety and addictiveness of its products.

Altria, a major tobacco company that owns a significant stake in JUUL, contributed $45 million to the settlement fund, seeing as it played a key role in creating JUUL’s marketing strategies and thus contributed to the harm the product caused.

The $300 million settlement was divided among various class members, each of whom had to meet several criteria before filing a claim. Namely, they needed to prove that they purchased JUUL products and suffered harm as a result of using them.

However, where many class action claims have a fixed payment amount for each party, the JUUL settlement employed a variable payout. Each person, therefore, received a different amount of compensation based on the extent of their use and the harm they experienced.

Undocumented claims were capped at $300. To receive more than that, respondents would need to have provided receipts to document their JUUL purchases and usage frequency.

Federal Judge William Orrick presided over the case. He gave final approval of the settlement in February 2024.

Altogether, the settlement represents part of a larger effort to compensate those who were harmed by the company’s products and to hold the manufacturer accountable for its actions.

Key Claims in JUUL Lawsuits

Someone using a Juul
Source

The plaintiffs in the JUUL class action lawsuit made several allegations.

The claim that JUUL products are highly addictive represents just one of the foundational parts of the suit. A study published by the Centers for Disease Control and Prevention, which gathered data from 301 US adult JUUL users, found that over 90% of the participants classified the product as “moderately” or “highly addictive.”

The case also addressed a range of reported health issues, such as respiratory problems, lung injuries, and other complications. Plaintiffs claim that the manufacturer failed to inform them of the potential risks of using its products. While the long-term effects of vaping are still being studied, the reported cases of lung injuries linked to e-cigarette use have raised serious concerns.

Two other major claims addressed the company’s false advertising and targeting of young adults.

It was argued that JUUL engaged in these practices by designing its campaigns to be more appealing to young people, making vaping seem cool and socially acceptable among teenagers.

JUUL has denied any wrongdoing, and its legal representatives have argued that its products were never intended to target minors.

They have also stated that the company has taken steps to address the issues raised by the lawsuits, such as by making significant adjustments to its marketing practices and even discontinuing certain flavors.

Nevertheless, JUUL remains under scrutiny from the public and regulators. While the company maintains that it did not deliberately target minors, the evidence presented in the lawsuits has led many to question the company’s initial motivations.

Consumer Protection Demands More Regulations

The JUUL lawsuits have also spurred a broader consumer protection movement, leading to increased advocacy for stricter regulations on e-cigarette marketing. In response, consumer rights groups have called for more transparency in the advertising of vaping products and for the implementation of warning labels that clearly outline the health risks.

These efforts have already influenced new legislation at both the state and federal levels, aimed at curbing the appeal of e-cigarettes to minors and ensuring that consumers are better informed about the potential dangers.

Impact on Consumers and the Vaping Industry

Plaintiffs in the JUUL case drew much-needed attention to the repercussions of vaping with regard to users’ well-being. In turn, public perception of vaping products has shifted.

Health Risks of Juuling
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Consumers now have a better understanding of what’s at stake when they vape, which means they are able to make more informed decisions. That, in turn, has led e-cigarettes to no longer be seen as safer alternatives to smoking, dealing a major blow to the vaping industry at large.

FDA Takes Action on E-cigarettes

In 2024, the FDA introduced new regulations that further restrict the marketing and sale of e-cigarette products, particularly focusing on limiting flavors that appeal to minors. Additionally, several states have implemented their own stricter laws, banning the sale of certain vaping products altogether. These regulatory changes have forced companies like JUUL to reevaluate their product lines and marketing strategies, leading to a significant decline in the availability of flavored e-cigarettes in the U.S. market

Lessons Learned and Consumer Awareness

The JUUL lawsuits have also highlighted the importance of informed decision-making.

Before you use a product, it’s important to do your homework. Companies want you to buy their products and may tell you whatever they can to convince you to do so. As such, you always need to be on the lookout for claims that sound too good to be true. A brand that makes “healthy” cigarette alternatives should raise some red flags.

How to Participate in the Settlement

Unfortunately, the JUUL settlement window has already closed. The filing deadline was February 5, 2024, and after the judge issued their final approval, the JUUL settlement administrator began issuing payments. At the same time, there were multiple JUUL lawsuits and two subsequent settlements; claimants only needed to file once.

They would receive funds from both JUUL settlements, provided they met both sets of eligibility criteria.

JUUL faces several other legal challenges at both the state and federal level.

Several states, including Washington, North Carolina, and Arizona, have reached JUUL settlements over similar allegations. These state-level settlements included financial penalties and commitments from the company to change its marketing practices to prevent underage vaping.

To date, the state-level actions against JUUL have been about three times as costly as the $300 million settlement. Last year, the company agreed to pay six states a total of $462 million and also reached a $438.5 million settlement with Puerto Rico.

JUUL’s legal challenges have also prompted regulatory changes and increased scrutiny from government agencies.

The US Food and Drug Administration (FDA), for instance, banned JUUL products in 2022, although that ban has since been lifted. Regardless, these efforts have had a ripple effect across the industry, encouraging other companies to reevaluate their practices.

The Repercussions of the Class Action Lawsuit

JUUL's legal challenges in the United States have had a ripple effect on its operations worldwide.

In countries like the United Kingdom and Australia, where vaping regulations are particularly stringent, JUUL has faced significant hurdles. In some regions, the company has been forced to withdraw certain products from the market entirely, while in others, it has had to significantly alter its marketing practices to comply with local laws.

This global impact underscores the broader challenges that e-cigarette manufacturers face as they navigate an increasingly hostile regulatory environment

Similar Cases in the Tobacco and Vaping Industry

As mentioned above, Altria entered the JUUL class action battlefield, but it’s not the only tobacco company to be drawn into the fray. Both British American Tobacco and Imperial Brands were also named in some of the suits against JUUL.

Lawsuits against vaping equipment manufacturers and tobacco companies will likely become more common in the wake of the initial JUUL settlement, as its outcome demonstrates that judges are willing to hold e-cigarette brands accountable for the harm their products cause.

Future Implications

JUUL may be forced to make further changes to its products and creative strategies. These changes could set new industry standards and influence how other vaping companies operate in the future.

Additionally, seeing as the lawsuit has already led to increased regulation of e-cigarette products, future state and federal laws could include stricter advertising restrictions and more oversight of product ingredients.

Other Notable Class-Action Lawsuits

While you may have missed your chance to participate in the JUUL case, several high-profile class action suits are still active. Here’s a quick rundown of other recent class-action lawsuits that have helped reshape the relationship between consumers and major corporations:

  • Capital One: Settled with consumers over a data breach
  • Verizon: Reached a $100 million settlement over various administrative charges on wireless bills
  • Google: Reached a $700 million settlement over misleading practices regarding Play Store subscriptions
  • Facebook: Reached a $725 million settlement over a data breach that affected tens of thousands of Facebook users
  • Roblox: Ongoing claim; focuses on allegations that the site violated the Racketeer Influenced and Corrupt Organizations Act

Not all class action lawsuit settlements make it to the payment period, though. For example, a judge recently overturned a $4.7B NFL Sunday Ticket settlement, which shocked consumers.

Consumers have also filed a complaint against Amazon for changes to its Prime Video terms of service. Specifically, it is alleged that Amazon misled viewers, engaged in false advertising, and breached existing contracts by adding ads to pre-existing plans. Unlike the cases above, this particular case hasn’t been settled yet, so you might want to keep an eye on it if you subscribe to Amazon’s video platform.

Lasting Impacts of the JUUL Lawsuit

The $300 million JUUL class action settlement and the brand’s ongoing legal challenges have brought to light the serious issues surrounding e-cigarette use. As a consumer, it’s essential to stay vigilant when purchasing new products and making major lifestyle choices that might impact your short and long-term health.

Make sure to stay up-to-date on class action claims. If you are eligible to participate, do your part to help hold corporations accountable for the claims they make and the products they sell.