New York Attorney General Letitia James today distributed $27.1 million to New York City from a historic $462 million multistate settlement secured from JUUL Labs Inc. for its role in the youth vaping epidemic. The state of New York will receive a total of $112.7 million through this settlement, which will be distributed to every county, Board of Cooperative Educational Services (BOCES), and the five largest cities in the state to support programs aimed at reducing and preventing underage vaping.
The funds will be split between the city and the New York City School District, with $12,192,627.67 allocated to the city and $14,972,656.67 to the school district.
“JUUL created a nationwide public health crisis by sparking a wave of addiction among children,” said Attorney General James. “Young people are suffering because JUUL built its business by marketing addictive e-cigarettes to kids. Thanks to our efforts to hold JUUL accountable, New York City will receive over $27 million for valuable programs to fight back against the youth vaping epidemic. Our children’s health is on the line, and these funds will be used for education, prevention, enforcement, and research to keep our kids safe.”
Following JUUL's launch in 2015, e-cigarette use by New York City high school students tripled from 8.1 percent in 2014 to 23.5 percent by 2018. By 2019, severe vaping-related illnesses led to more than 2,500 hospitalizations nationally. In October 2019, a 17-year-old male from the Bronx died due to a vaping-related illness—the first reported fatality of its kind in New York and the youngest in the United States.
In November 2019, Attorney General James sued JUUL for deceptive marketing practices targeting young people. In April 2023, she secured a multistate agreement with JUUL and its former executives for their role in fueling the youth vaping epidemic.
The settlement funds will be directed toward evidence-based measures including public education campaigns against e-cigarette use among young people; community-based anti-vaping programs; vaping cessation services; enforcement of vaping laws; and public health research into e-cigarette use among youth.
The settlement also mandates significant changes in JUUL’s sales and marketing tactics:
- Prohibition on youth-targeted marketing.
- Limits on retail and online purchases.
- Regular retail compliance checks.
- Treating synthetic nicotine as nicotine.
- No free or nominally priced samples.
- Exclusion from virtual reality product placements.
- Increased funding for document depositories informing public health initiatives.
“JUUL Labs has raked in billions of dollars while creating a public health crisis," said New York City Mayor Eric Adams. "Nicotine addiction among middle and high school youth is exploding... We are taking millions from JUUL Labs and investing it directly into prevention efforts."
New York State Senator Brad Hoylman-Sigal added his gratitude: “We must stay vigilant... because [the tobacco] industry will stop at nothing to get our kids hooked on their products.”
Assemblymember Linda B. Rosenthal noted that schools have been crucial in combating youth vaping: “I applaud Attorney General James... securing a settlement that benefits our schools.”
City Council Member Gale A. Brewer emphasized educational campaigns: “Attorney General Letitia James is doing a service for us all.”
Manhattan Borough President Mark Levine highlighted accountability: “Settlement funds will be critical... curbing this public health hazard.”
Parents Against Vaping cofounders Dorian Fuhrman and Meredith Berkman expressed gratitude: “These funds... will educate New York children about the dangers of vaping.”
Yolonda C. Richardson from Campaign for Tobacco-Free Kids underscored effective fund use: “Effective use of JUUL settlement funds can help end this youth addiction crisis.”
The settlement was achieved through extensive efforts by Senior Advisor M. Umair Khan, Assistant Attorneys General Hailey DeKraker and Noah Popp among others within various divisions overseen by First Deputy Attorney General Jennifer Levy.