JuuL Labs Inc. has failed to block the first trial from 2,500 personal injury cases against the e-cigarette maker, which accuses the company of marketing vaping products targeting minors.
As per the court documents, a Tennessee woman alleged that her daughter developed an addiction to using the company's vaping products at the age of 12. The company requested the court to dismiss the claims in the lawsuit, but U.S. District Judge William Orrick rejected the company's plea.
The company stated in its defense that the claims are meritless as the teen failed to identify any specific advertisement which encouraged her to use the JuuL products. The court filings of the company even notified that bright colors and young models, which were used to promote the products were just an exaggerated marketing strategy which should not be taken seriously.
In 2020, the legal problems for Juul increased after a 39-state probe was announced into its teen marketing. The company's popularity increased, resulting in domination of the e-cigarette market. The success eventually brought the company into limelight which was noticed by the federal regulators and state attorneys general who were concerned about the impact of the products on teenagers.
JuuL will face six bellwether trials which allege that the company used illegal marketing strategies and targeted minors to boost their sale resulting in nicotine addiction among the youths. The first bellwether trial is scheduled to start on June 16.
