E-cigarette maker Juul Labs Inc bought online advertisements on teen-focused web...
- E-cigarette maker Juul Labs Inc bought online advertisements on teen-focused websites for Nickelodeon, Cartoon Network and Seventeen magazine after it launched its product in 2015, according to a lawsuit filed on Wednesday by the Massachusetts attorney general’s office.
The lawsuit filed by Massachusetts Attorney General Maura Healey said the company worked through online ad buyers to purchase space on websites that were “highly attractive to children, adolescents in middle school and high school, and underage college students,” including educational websites such as coolmath-games.com and socialstudiesforkids.com.
Over the past year Juul has faced a hail of criticism and regulatory scrutiny over its role in what public health officials call an “epidemic” of teenage nicotine addiction. Juul rejected that campaign, according to the lawsuit, and instead chose a strategy meant to “win with the cool crowd in critical markets,” choosing to promote “fashionable young people, frequently in a sexually provocative context.” Images from that marketing campaign in 2015 were used in the banner and video advertisements used on the teen-focused websites, according to the lawsuit.
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