AG Ellison adds tobacco company Altria to Juul lawsuit
In this Sept. 3, 2019, file photo, electronic cigarette pods are displayed for sale at a shop, in Biddeford, Maine. Vaping giant Juul Labs has donated thousands of dollars to court state attorneys general. But the lobbying strategy may be backfiring.[AP/ Robert F. Bukaty]
Minnesota Attorney General Keith Ellison announced on Thursday that his office filed an amended complaint to add tobacco company Altria Group, Inc. to its lawsuit against e-cigarette manufacturer Juul Labs, Inc.
The amended complaint alleges that Altria, the third-largest tobacco manufacturer in the world by sales and market value, helped increase Juul’s reach to Minnesota consumers after buying a 35% share in the company. Minnesota joins Hawaii as the second state to name Altria in a lawsuit against Juul.
“When I see the harm like the one JUUL and Altria are perpetrating on Minnesotans — especially on our youth — I won’t sit back and let it happen. That’s why we sued JUUL last year and why we added Altria as a defendant in that lawsuit today,” Ellison said in a statement.
The attorney general said Altria assisted in Juul’s growth by giving the e-cigarette manufacturer access to its "prime retail ‘shelf space,’" marketing resources and distribution network, as well as including Juul advertisements on Altria cigarette packaging and engaging in direct email and mail advertisements.
Ellison filed the original complaint in December 2019 and accused Juul of deceptive marketing practices that particularly harmed young people. The lawsuit cited breaches of Minnesota consumer-protection law, including instances of "consumer fraud, deceptive and unlawful trade practices and false statements in advertising."
The lawsuit also details Juul’s appeal to young consumers — including its "sleek-looking" design, sweet flavors and youth-directed marketing campaign — and its role in increasing youth tobacco use. According to the complaint, 2017 was the first year in almost two decades that tobacco use increased among high school students.
Less than a month after Ellison’s office filed the complaint, the Trump administration banned the sale of all candy, fruit, mint and dessert flavors in e-cigarette cartridges.