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Press Release

JUUL Settles North Carolina Lawsuit For Role In Igniting National Youth E-Cigarette Epidemic


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Today’s settlement with the state of North Carolina against JUUL is an important step forward in holding the e-cigarette company accountable for igniting the national youth vaping epidemic. It sends a strong message that state officials will not sit idly by as the industry recruits young people to become the next generation addicted to nicotine, which research shows can have profound negative effects on their physical and mental well-being. It also underscores the on-going need for national, comprehensive action by the FDA to clear the market of all forms of youth-appealing flavored, high nicotine e-cigarette products including menthol, that continue to sustain the youth e-cigarette epidemic with nearly one in five high school students currently vaping.

We are pleased to see that the settlement intends for funds to be used for youth prevention and cessation, and hope the funds will be put toward evidence-based programs that make sure the young people of North Carolina who vape get the help they need to quit and to prevent future youth uptake. Insights from our own youth-focused, proven-effective truth® national tobacco prevention and education campaign to end youth vaping, along with This is Quitting, a first-of-its kind, text message e-cigarette quit program show that adolescents and young adults benefit from national programs that provide the facts and free resources they need to quit vaping or never start in the first place. A new study published in JAMA Internal Medicine demonstrated the effectiveness of This is Quitting in helping young adults quit vaping e-cigarettes. The randomized clinical trial found that young adults aged 18-24 who used This is Quitting, now with over 335,000 young people enrolled, had nearly 40% higher odds of quitting compared to a control group. 

We commend Attorney General Josh Stein for his leadership in holding JUUL accountable for its undeniable role in the youth vaping crisis and hope it inspires other state and federal officials to continue to take action on the dangers of youth vaping and move to make all tobacco and nicotine use a thing of the past.”

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