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On September 18th, the Food and Drug Administration reprimanded JUUL for their false marketing around e-cigarettes being a safer alternative to cigarettes. The FDA ordered JUUL to “stop making unproven claims for its products” and “upped its scrutiny of a number of key aspects of Juul’s business, telling the company to turn over documents on its marketing, educational programs and nicotine formula” – NBC News

Researches from Penn State University College of Medicine found that JUUL users’ blood nicotine concentrations were “almost three times as high as most of the e-cigarette users we previously studied,” said study first author Jessica Yingst, a research project manager. The study found that JUUL users “had higher levels of nicotine dependence than more than 3,000 long-term users of other e-cigarettes, according to the study.”

Study co-author Jonathan Foulds, a professor of public health sciences, noted: “In previous studies, we found that e-cigarette users were less addicted than smokers. However, the high nicotine delivery of the product and the scores on this study suggest that Juul is probably as addictive as cigarettes.”

These findings are particularly problematic given JUUL’s targeted marketing to youth.

The September 18th FDA warning letter discusses JUUL’s problematic history of marketing to youth and “highlights an incident recounted by two New York high school students during a congressional hearing in July. The students said a representative of Juul was invited to address the school as part of an assembly on mental health and addiction issues. During the presentation, the students said the representative told them the company’s product was “totally safe.” The representative also showed students a Juul device and claimed the FDA “was about to come out and it was 99 percent safer than cigarettes.”” – NBC News

This reprimand from the FDA comes right on the heels of the first double lung transplant surgery on a 17 year old male here in Michigan. The doctor who performed the surgery stated that vaping was what destroyed the young man’s lungs and necessitated the transplant.

JUUL is now facing a series of lawsuits across the country as a direct result of their deceptive marketing and the dangerous side effects of their products which they intentionally hid from consumers.

The newly formed Multidistrict Litigation involving JUUL will be procedurally similar to the MDLs formed in the Municipal Opioid Litigation and the Roundup Cancer litigation that Smith & Johnson is currently involved in. Smith & Johnson is currently interviewing potential Michigan claimants for inclusion in this Federal MDL re: JUUL e-cigarettes. If you have questions about this litigation and what rights you may have, please contact Attorney Tim Smith at (231) 946-0700 for a free consultation.

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