New York Attorney General Letitia James has filed a lawsuit against 13 manufacturers and distributors of flavored vapes, which have been banned under city and state laws since 2020.
The lawsuit claims that these companies are responsible for fueling a public health crisis by promoting vaping among young people, leading to widespread nicotine addiction. James is seeking compensation for the hundreds of millions of dollars in damages she says the companies have caused.
“The vaping industry is taking a page out of Big Tobacco’s playbook,” James said in a statement. “They’re making nicotine seem cool, getting kids hooked, and creating a massive public health crisis in the process.”
The lawsuit names companies such as Puff Bar, Elf Bar, MYLÉ, Baja Slushie, OMG Blow Pop, and Cotton Candy. These brands gained popularity after Juul, the first company to market fruity-flavored e-cigarettes, reached a $462 million settlement with James in 2023. Juul stopped selling its flavored vapes after the settlement. The lawsuit follows findings from a recent U.S. Senate report, which highlighted the increasing prominence of these companies in the wake of Juul’s retreat from the flavored vape market.
The Office of the Attorney General’s investigation revealed that these companies have been using social media to target young consumers, ensuring their products are easily accessible near schools. The report also accused the companies of being aware of the health risks their products pose but continuing to market them with misleading messages about their safety.
E-cigarette use, especially among adolescents, has been rising. Although data from 2024 shows a 6% decrease in usage compared to 2022, vaping remains the most widely used form of tobacco among young people, according to Gothamist.
In response, Matthew Glauser, chief strategy officer and co-founder of Demand Vape—one of the companies named in the lawsuit—called the legal action a waste of resources. “The suit is wasting New York taxpayers’ money and federal court time, which desperately need to be focused on substantive issues that truly impact our communities,” he said.
This lawsuit follows a 2023 action by New York City Mayor Eric Adams, who sued four companies for allegedly selling banned vapes to local distributors. In 2024, 11 more wholesalers were sued for similar violations. Both cases are still pending.
