By Anica Padilla

BOULDER, Colo. (CBS4) – The Boulder Valley School District filed a lawsuit against e-cigarette makers JUUL and Altria this week for “deceptive and misleading youth targeting and devastating injuries.”

Electronic cigarettes and pods by Juul vaping

Electronic cigarettes and pods by Juul (Photo by Scott Olson/Getty Images)

The lawsuit alleges that JUUL and Altria designed electronic cigarette products to “create and sustain addiction, particularly among young people,” and violated Colorado law and the federal Racketeer Influenced and Corrupt Organizations Act (“RICO”).

The complaint also alleges the companies use youth-targeted marketing programs intended to create “an entire new generation of nicotine-addicted customers.”

BVSD Superintendent Dr. Rob Anderson said they have had students as young as fourth grade who have been treated for nicotine addiction related to vaping.

“Coupled with a marketing scheme designed to mislead the public, including youth, into believing JUUL products contained less nicotine than they actually do and were healthy and safe, JUUL and Altria successfully sowed the seeds of a new public health crisis with a particularly insidious focus on youthful e-smokers,” BVSD officials said in a statement released Wednesday.


Anica Padilla

  1. Steve says:

    Absolutely ridiculous lawsuit and attempt to get some free money.

    I do not condone children using e cigarettes, but his is nuts!! First off, in all 50 states in our union you have to be 21 years of age to e cigarettes and vaping products. Second, per the agreement between Altria and Juul outside of what you see behind a counter in a gas station, Juul does not advertise. If kids as young as 4th grade are having issues with nicotine addition it is a parenting and education problem. Not the fault of the manufacture. If Rob Anderson feels so passionately about this, then why is he not also filing a law suit against big alcohol companies. There is an equally big issue with teenagers drinking, but nobody seems to care about that.

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