Attorney General Keith Ellison has initiated legal action against High Light Vapes, accusing the company of breaching state laws by marketing e-cigarettes to children and engaging in consumer fraud. In addition, Ellison has launched an investigation into Loon, another e-cigarette manufacturer, to assess potential violations of deceptive-vaping and consumer-protection laws.
Ellison stated, "My job as Attorney General is to protect Minnesotans — especially our children — when corporations try to harm us to make a profit. I will not allow any corporation to illegally manufacture, market, and sell dangerous and addictive e-cigarette products to Minnesota youth." He emphasized that designing vaping products appealing to young people would not be tolerated in Minnesota.
High Light Vapes produces e-cigarettes resembling highlighters that are easily concealable by school-age children. The company's advertising promotes these products as a "stealthy" way for "seamless and covert vaping in any setting," exploiting their similarity to actual highlighters. The products come in flavors such as Strawberry Cheesecake and Sour Apple. Ellison claims this violates state law prohibiting the marketing of e-cigarettes imitating school supplies or depicting candy-like flavors aimed at minors.
The investigation into Loon involves serving a civil investigative demand requiring document production and testimony under oath. This step aims to gather information on whether Loon violated Minnesota's consumer protection laws.
Ellison's actions align with a bipartisan coalition of attorneys general committed to protecting youth from harmful tobacco products. Despite federal efforts, flavored disposable e-cigarettes remain widely available in the U.S., marketed toward young people with playful designs and enticing flavors.
In December 2019, Ellison sued Juul for similar reasons. A settlement reached in April 2023 resulted in Juul and Altria agreeing to pay $60.5 million over eight years for violating Minnesota's consumer-protection laws.
Minnesota offers resources for those seeking nicotine cessation help through programs like My Life, My Quit for teens and Quit Partner for adults.
Minnesotans can report illegal e-cigarette marketing or sales via email or online forms provided by the Attorney General’s Office.