Juul Faces Youth Vaping Trial in Minnesota


In a groundbreaking trial, the state of Minnesota has taken legal action against Juul Labs, the prominent e-cigarette brand. Minnesota Attorney General Keith Ellison personally opened the case, accusing Juul of deliberately targeting young people with their products and marketing strategies. This trial is the first among thousands of cases filed against the company. Minnesota seeks damages exceeding $100 million, alleging that Juul unlawfully aimed to addict a new generation to nicotine. In this article, we will delve into the details of the trial, the arguments presented by both sides, and the implications for the vaping industry.

The Accusations against Juul

Attorney General Keith Ellison contends that Juul used “slick products, clever ads, and attractive flavors” to entice and addict children to nicotine. Ellison claims that Juul’s actions undermined the progress made in reducing youth smoking rates in Minnesota to the lowest level in a generation. He argues that Juul wiped out the state’s efforts with its appealing products and marketing tactics. The lawsuit against Juul, filed in 2019, includes allegations of consumer fraud, creating a public nuisance, unjust enrichment, and conspiracy with Altria, a tobacco industry giant that once held a minority stake in Juul.

Juul’s Defense

David Bernick, an attorney representing Juul, vehemently denied the accusations made by Attorney General Keith Ellison. He argued that Juul’s primary goal was to provide adult smokers with a less harmful alternative to traditional cigarettes. Bernick emphasized that while e-cigarettes are not entirely safe, they are less deadly than combustible cigarettes. According to Bernick, Juul did not intentionally fuel youth demand; instead, the rise in youth vaping can be attributed to “leakage” from increasing adult demand.

William Geraghty, an attorney for Altria, dismissed Ellison’s claims that Altria invested in Juul with the intention of targeting children. Geraghty stated that Altria purchased a passive stake in Juul because the company had succeeded in switching adult smokers to a less harmful product, unlike Altria’s own unsuccessful e-cigarettes. He also highlighted that Altria had no involvement in the design of Juul vape products, the creation of flavors, or the management of the company.

Juul’s Rise and Controversies

Juul Labs rose to prominence in 2015, propelled by the popularity of flavors like mango, mint, fruit medley, and creme brulee. Teenagers played a significant role in Juul’s ascent, with some becoming addicted to the high-nicotine pods the company offered. However, facing criticism and regulatory scrutiny, Juul discontinued most of its flavors and ceased all U.S. advertising in 2019, resulting in a decline in popularity among teens. Juul’s market share has dwindled from 75% in 2018 to around 33% currently.

The Trial and Potential Implications

The trial against Juul in Minnesota is anticipated to last approximately three weeks and could have far-reaching consequences for the vaping industry. If Minnesota successfully secures damages exceeding $100 million, it may set a precedent for other ongoing and future lawsuits against Juul. Moreover, the trial brings attention to the issue of youth vaping and highlights the need for stricter regulations to protect minors from the harmful effects of nicotine addiction.


The trial facing Juul Labs in Minnesota represents a pivotal moment in the battle against youth vaping. With allegations of intentionally targeting young people, Juul’s actions are under intense scrutiny. The outcome of this trial will not only impact Juul but may also shape the vaping industry’s future. As the legal proceedings unfold, it remains crucial to prioritize the well-being of young individuals and protect them from the potential risks associated with nicotine addiction.

FAQs (Frequently Asked Questions)

  1. What is the Minnesota trial against Juul about? The Minnesota trial against Juul focuses on allegations that the e-cigarette maker unlawfully targeted young people to addict them to nicotine.
  2. What damages is Minnesota seeking in the trial? Minnesota is seeking damages exceeding $100 million from Juul, claiming that the company undermined efforts to reduce youth smoking rates.
  3. What arguments has Juul presented in its defense? Juul maintains that its products were intended to provide adult smokers with a less harmful alternative, not to lure kids. The company denies intentionally driving youth demand.
  4. What impact could the trial have on the vaping industry? The trial’s outcome could set a precedent for other lawsuits against Juul and potentially influence future regulations on youth vaping.
  5. What steps did Juul take in response to criticism and regulatory scrutiny? Juul discontinued most of its flavors and ceased U.S. advertising in 2019 to address concerns surrounding its popularity among teenagers.