New York’s Attorney General, Letitia James, has filed a lawsuit against 16 e-cigarette manufacturers and distributors, accusing them of fueling the state’s youth vaping epidemic by selling products with cartoonish packaging and flavors that appeal to children. The defendants include Demand Vape, which distributes Elf Bar, and Puff Bar, whose namesake e-cigarette is popular among middle and high school students.
James claims that the companies are making nicotine seem cool and getting kids hooked despite knowing the health risks. She also alleges that they broke state law by selling flavored vapor products to minors, who are prohibited from purchasing them under a 2020 law requiring vape purchasers to be at least 21.
The lawsuit seeks hundreds of millions of dollars in civil fines and damages from the defendants for gross negligence and creating a public nuisance. James’ move comes as the FDA has faced challenges in regulating flavored e-cigarettes, with some courts ruling that the agency’s ban on such products was arbitrary and capricious.
The vaping industry’s marketing tactics have been criticized for targeting young people, who are increasingly using e-cigarettes. According to the 2024 youth tobacco survey, nearly nine in ten users reported using flavored products. The lawsuit is seen as a way for James to plug a potential hole in FDA oversight if the agency were to roll back its regulations on flavored e-cigarettes.
Source: https://www.reuters.com/legal/new-york-sues-vape-distributors-fueling-teen-epidemic-2025-02-20