appendix a – individual plaintiff allegations · 2020. 3. 3. · d. b.c., a minor, through his...

App’xA(PlfAllegations),1stConsol.Compl.,InreJUULProds.Lit.

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APPENDIX A – INDIVIDUAL PLAINTIFF ALLEGATIONS

A. HasnatAhmad..............................................................................................................3

B. LilianaAndrade...........................................................................................................6C. JoseAngullo..................................................................................................................9

D. B.C.,aminor,throughhisParentandNaturalGuardianMaryBaker….12E. AdamBanner............................................................................................................13

F. TommyBenham.......................................................................................................16

G. D.C.throughhisparentandnaturalguardianKishaChandler................19H. BradleyColgate........................................................................................................20

I. KaytlinMcKnight.....................................................................................................22

J. Q.C.throughhisparentandnaturalguardianAnjieComer......................23K. A.U.,andhermotherandnaturalguardian,LisaCommitante.................24

L. D.C.andhismotherandNaturalGuardianReneeDeeter..........................24M. D.D.andC.D.,minors,throughtheirParentandNaturalGuardian

JosephDiGiacinto....................................................................................................25

N. K.S.thoughhisparentandNaturalGuardianRachelleDollinger...........28O. J.D.throughhisparentandnaturalguardianNicoleDramis...................30

P. JillianFurey...............................................................................................................32

Q. M.H.,andhermotherandnaturalguardian,JenniferHellman...............33R. AustinHester............................................................................................................35

S. EdgarKalenkevich..................................................................................................37T. DavidKugler..............................................................................................................42

U. TracieKugler,onbehalfofherson,Z.K,aminor..........................................44

V. KacieAnnLagun(néeDurham)..........................................................................46W.DavidLangan.............................................................................................................49

X. JonathanMardis.......................................................................................................51Y. M.C.throughhisParentandNaturalGuardianJeannineManning.........52

Z. DavidMasessa...........................................................................................................54

AA. RonMinas...................................................................................................................59BB. L.B.,andhermotherandnaturalguardianJillNelson...............................60

Case 3:18-cv-02499-WHO Document 82-2 Filed 01/30/19 of 88


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CC. S.G.,aMinor,throughherParentandNaturalGuardianAshleyNoble.62

DD. D.O.throughhermotherandnaturalguardianAtoyiaOrders................64EE. JackRoberts...............................................................................................................66

FF. W.T.andA.R.T.,bothminors,throughtheirparentandNaturalGuardianTonyaRowan.........................................................................................70

GG. AmberRoyce.............................................................................................................72

HH. D.S.,aminor,throughhisParentandNaturalGuardianAmberSelfridge........................................................................................................................................73

II. LauraStaller..............................................................................................................75

JJ. AnthonySmith..........................................................................................................77KK. CoreySmith................................................................................................................79

LL. T.B.T.throughhisparentandNaturalGuardianMarleneThomseth-Belcher........................................................................................................................79

MM. MichaelViscomi.......................................................................................................81

NN. O.V.throughherparentandnaturalguardianTanyaViti.........................84OO. S.W.throughhisparentandnaturalguardianJoeWeibel…....................86

PP. J.Y.,aMinor,throughhisParentandNaturalGuardianBarbaraYanucci......................................................................................................................................................................................................................................................................................87



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A. Hasnat Ahmad

1. PlaintiffHasnatAhmad (“Ahmad”)attendsuniversityinChicago,

IllinoisbutresidedinEuless,Texaswhenthetransactionsdescribedbelow

occurred.

2. BeforeusingaJUULforthefirsttimeinOctober2017,attheageof17,

Ahmad hadseenJUULadvertisementsandpromotionsonInstagramandTwitter.

TheseadvertisementspromotedJUUL’sflavors,discountedStarterKitsandAuto-

shipservice.Instores,AhmadalsosawJUULpointofsalematerialspromoting

JUUL’sdiscountedStarterKits,flavors,andhigh-techdesign.PriortousingaJUUL,

noneoftheadvertisementsorin-storepromotionsPlaintiffsawdisclosedthenature

oraddictionrisksofJUUL’sproducts,theexistenceoramountofnicotineinJUUL’s

products,orthattheJUULwasengineeredtodelivernicotinetothebloodstream

morerapidlyandingreaterquantitiesthanacigarette.Nordidtheyindicatethat

theJUULwasanage-restrictedproduct.Instead,theseadvertisementsportrayed

JUULasastylish,high-techwayto“beattheAugustheat”or“enjoydessertwithout

thespoon.”

3. WhenAhmadwasofferedamango-flavoredJUULbyoneofhismany

highschoolfriendswhohadtakenupJUULuse,hehadneversmokedacigaretteor



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usedanyothertobaccoproduct.AhmaddecidedtotrytheJUULbecauseeverything

hehadseenhadledhimtobelievethatJUULusewasfunandharmless.Though

AhmadwouldhaveknowntoavoidaTobaccoorMentholflavorede-cigarette

offeredtohim,hedidnotthinkamango-flavoredJUULcouldbedangerousor

addictive.HadAhmadknowntherisks,hewouldnothaveusedaJUUL.

4. AhmadenjoyedthefeelingandsocialacceptanceofJUULing.Hesoon

startedpurchasingJUULproductsfromfriendsatschooland,onrareoccasions,

fromsellersoneBayusinghisparents’creditcard,explainingtohisparentsthatthe

resultingchargeswereschool-related.Thisdeceptioncausedhimagreatdealof

guilt,buthewassodesperatetoobtainnicotinethathecouldnotrestrainhimself.

5. AfterAhmadvisitedJUUL’swebsiteforthefirsttimein2017,JUUL

begansendinghimpromotionale-mailsofferingdiscountsandpromotingJUUL

flavors,includingwhatwouldbecomehispreferredflavor,CoolMint.Noneofthose

promotionsdisclosedthenicotinecontentofMintpodsorthatMintpodscould

containupto94mg/mLnicotine.Iftheyhad,AhmadwouldnothaveusedMint

pods.

6. OnFebruary27,2018,whenAhmadwasstill17,hepurchaseda

“BasicKit”directlyfromJUUL’swebsiteusinghisparent’screditcardand

identification.

7. Onsocialmedia,AhmadsawasignificantamountofJUULpromotional

contentfromthirdparties,includingtheInstagramaccounts@Doit4JUULand

@JUULTricks.OnYouTube,AhmadsawnumerousvideosfromDonnySmokes,

includingtheJUULChallenge.OnSnapchat,AhmadsawsimilarJUULcontent

createdbyhisownfriendsandclassmates.ThesocialmediacontentAhmadsaw

andwhichdrovethesurgeinpopularityamonghisfriendswasovertlyyouth-

orientedandpromotednicotineabuse,downplayedornormalizedaddiction



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risks,encouragedJUULuseinschool,providedguidanceonhowto

concealaJUUL,createdtheimpressionthatJUULusewasmorecommonthanitwas,

andthatJUULingwasthe“cool”thingtodo.Theseaccountsalsoencouragedviral

contentcreationbyencouragingviewerstoposttheirownJUUL-relatedcontent,

includingselfies,nicotineabuse“tricks”likeinhalingtenJUULsatonce,memes

normalizingaddictionandadolescentuseofJUULproducts,andimagerysuggesting

thatJUULusemightimproveaperson’sdatingprospects.Ahmaddidnotknowthat

muchofthecontenthesawwasbeingcreated,distributed,andpromotedbyJUUL

vendorswhoseaimwastopromoteJUULusetoadolescentsandprofitfromtheir

addiction.HadAhmadknownthathewasbeingbombardedbymarketingaspartof

aschemetoaddicthimtonicotine,hewouldhaverejectedofferstouseaJUULor

wouldhaveattemptedtostopusingaJUULfarsoonerthanhedid.

8. Copyingthebehaviorthathadbeenmodeledforhimbycool,

attractivesocialmediainfluencersandaccounts,Ahmadmimickedmanyofthe

behaviorshesawonsocialmediaandpostedhisownJUUL-relatedcontentto

Snapchat.Forexample,AhmadpostedpicturesofaJUULonMarch23and26,2018.

9. SoonafterhestartedusingaJUUL,Ahmadwasconsumingonetotwo

JUULpodsperday,whichcosthimabout$35eachweek.

10. AlittleoverayearafterhisfirstJUULuse,Ahmadbegansmoking

combustiblecigarettesonatripabroad.HenowsmokesMarlborocigarettesand

usesaJUUL.

11. Currentlyafreshmanincollege,Ahmadisbadlyaddictedtonicotine

buthasbeenunabletoquiteitherJUULorcigarettes.Whenhegoesmorethanaday

withoutnicotine,hesuffersfromsevereheadaches,dizzinessandblurredvision.

12. AhmadstillconsumesonetotwoJUULpodsperdayalongwithupto

halfapackofcigarettes.HestartsusingJUULwithin5minutesofwakingup,andhe



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JUULsandsmokesthroughouttheday.HeconsidersthedecisiontostartJUULingas

oneoftheworstmistakesofhislife.

B. Liliana Andrade

13. PlaintiffLilianaAndrade(“Andrade”)isaresidentofSanford,Florida.

14. AndradestartedusingJUULin2015whenshewas15yearsold.Prior

toherfirstJUULexperience,shehadtriedcigarettesafewtimesbuthadneverbeen

aregularsmoker.

15. BeforeAndradeusedaJUULforthefirsttime,shehadseenJUUL

advertisementsinlocalgasstationsandJUULpostsonTwitter.Thein-store

advertisementspromotedJUUL’sflavorsandoffereddiscountsontheJUULdevice

and“StarterKit.”TheTwitterpostsportrayedfashionableyoungpeopleusingJUUL

whileengaginginplayfulposes.NoneoftheJUULcontentAndradesawdisclosed

thatJUULwasanage-restrictedproduct,thatitcontainsnicotine,anddelivers

nicotinetothebloodstreamatleastasefficientlyascigarettesandpresentsariskof

nicotineaddiction.

16. AndradealsovisitedJUUL’swebsitebeforeusingaJUUL.She

remembersthatthewebsitepresentedtheJUULasalifestyleproductinsteadofa

highlyaddictivenicotinedeliverysystem.Shedoesnotrememberseeingany

warningsaboutnicotineoraddictiononJUUL’shomepage.

17. ShedoesrememberseeingtheJUULchartin138below,comparinga

cigarettetoaJUULandshowingtheJUULtobelessharmfulthanacigarette.



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18. DuringonevisittoJUUL’swebsite,Andradesigneduptoreceivee-

mailupdates.Sincethen,JUULhassenthernumerouse-mailpromotionsand

surveys.

19. AlthoughAndradewasnotasmokerlookingtoswitchfromcigarettes,

whenherfriendofferedheraFruitMedleyJUUL,shedecidedtotryitbecauseshe

thoughtthe“fruitmedley”flavorsoundedappealingandshedidnotunderstandthe

risksJUULposed.ShewouldnothavetriedaJUULifitwasnotfruitflavored.

20. Andradefoundthatshelikedthefruitflavor,thevapor’slackof

harshness,andthe“buzz,”ornicotineimpact,oftheFruitMedleypods.Afterher

firstJUULexperience,shewoulduseherfriends’JUULseverytimeshe

could.Withinafewweeks,shepurchasedherownJUULdevicefromafriendand

beganpurchasingJUULpodsfromclassmates.

21. OnceshehadaJUULdeviceofherown,Andrade’sJUULconsumption

quicklyescalated.Withinashorttime,shewasconsumingoneJUULpodeveryday.

22. Likemanyofherfriendsinhighschool,Andradewasveryactiveon

socialmediaplatformsincludingFacebook,Twitter,andInstagram.Onthese

platforms,AndradesawpostsfromJUULsuggestingthatshe“beattheAugustheat

withCoolMint”andthatshetakethetimeto“enjoyaJUULmoment.”Otherposts

presentedJUULasan“essential”devicetohaveonhandwhentravelingorsimply

leavingthehousefortheday.ThismessagingconvincedAndradethatJUULwasan

indulgencethatsheshouldmakeapartofherdailyroutine.Andradefollowedor

otherwisecloselyobservedJUUL’ssocialmediaaccountsstartinginlate2015and

wasexposedtothethemes,imagesandhashtagmarketingcampaignsdescribedin

thecomplaint.

23. OnFacebook,AndradesawJUUL’spromotionofimagesofKatyPerry

andOrlandoBloomsharingaJUUL,multipleflavorpromotionsforJUUL’s“Makeita



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MangoMonday”campaign,CoolMintJUULpods,andseveralotherflavor

promotions.

24. AndradesawJUUL’sVaporizedpromotionsonTwitter,which

includedseveraladvertisementsfeaturingstylishyoungwomenholdingJUUL

productsaswellasimagesoffromJUUL’slaunchparties.

25. OnthesocialmediaplatformSnapchat,Andradehasbeenexposedto

JUUL-relatedpoststhatnormalizenicotineabuseamongteenagers,promote

websitesthatsellJUULproductsandJUUL-compatibleproductsandencourage

otheradolescentstocreatesimilarcontent.TheseJUULpromotionsofteninclude

hashtagsfromsocialmediacampaignsstartedorpromotedbyJUULincluding

#juulnation,#juul,and#juulvapor.

26. OnInstagram,AndradesawJUUL’spromotionsofinfluencerZayas.

AndradedidnotknowthatZayaswasbeingpaidtouseaJUULandpromoteJUULon

Instagram.

27. Andrade’sfavoriteflavorsareCoolCucumber,MangoandFruit

Medley.Althoughshehastriedeverypodflavor,shehasneverpurchasedtobaccoor

menthol-flavoredpods.



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28. ThoughAndradeisnowover18andbuysJUULpodslegally,sheis

awareofmultiplestoresandgasstationsinherareathatsellJUULpods—oftenat

significantmarkups—tominorswithoutageverification.Thenearestisalessthan

five-minutewalkfromherhighschool.

C. Jose Angullo

29. Jose Angullo is a 23 year old resident of Virginia.

30. Plaintiff Angullo started using JUUL products in 2018 after hearing a

radio commercial on station DC101, seeing advertisements in gas stations, and he also

saw JUUL content on social media including Facebook, and received promotional emails

from JUUL.

31. Plaintiff bought JUUL to see what it was because the marketing made it

seem like a safer alternative to smoking and did not contain any warnings. He

specifically saw this ad (available at https://bit.ly/2UbgJRo)

32. Prior to using JUUL, Plaintiff Angullo used to smoke between 10-20

cigarettes per day.



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33. He now purchases JUUL at $17/per pack at the 7-11 convenience stores

and smokes one JUUL pod per day, and sometimes more.

34. Angullo noticed the 5% strength label on the JUUL pod and thought it

meant it was 5% of the nicotine of a regular cigarette.

35. JUUL’s in-store displayed belied the true nature of the nicotine content

and delivery from JUUL. Plaintiff saw these displays before using the product:

36. Plaintiff prefers to use the mango flavor, which is more palatable. He saw

specific ads related to mango that downplayed the or omitted the harms of exposure to

nicotine or warned of the content of nicotine in JUUL, including the following online and

on Twitter and Instagram:



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37. Plaintiff has received promotional emails and online content from JUUL,

none of which contained warnings explaining that JUUL pods contain and delivered more

nicotinethanapackofcigarettes.



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38. HesmokesJUULwithin5minutesofwakingup.JUULisstuckonhis

mindmorethancigaretteseverwereandhefeelscompletelyaddicted.

39. Plaintiffcoughseverydayandhasapersistentcoughthatnevergoes

away.

40. PlaintiffwouldnevernothavepurchasedJUULproductsifheknew

thetruenatureofnicotinecontentanddelivery,includingthatcontentinrelationto

apackofcigarettes.

D. B.C., a minor, through his Parent and Natural Guardian Mary Baker

41. PlaintiffB.C.andhisParentandNaturalGuardianMaryBaker

(“Baker”)areresidentsofHuntington,WestVirginia.

42. B.C.usedaJUULforthefirsttimein2016attheageof14.

43. PriortohisfirstJUULuse,B.C.hadseenpoint-of-sale(“POS”)

promotionalmaterialsforJUULdevicesandproducts,includingsignsanddisplays.

ThesepromotionalmaterialsfeaturedimagesofJUUL’smulticoloredfruit-and

dessert-flavoredpodsandoffersofdiscountsontheJUUL“StarterKit.”B.C.didnot

seeanywarningsordisclosuresinthesePOSmaterialsaboutJUUL’snicotinelevels

ortherisksJUULposed.TherepresentationsandomissionsinJUUL’sin-store

promotionsmateriallyimpactedB.C.’sassessmentof,andeventualdecisiontouse,

JUULproducts. 

44. JUUL’smethodsofpromotingitsproductsonsocialmediaplatforms

foreseeablytriggeredtheviralspreadofJUUL-promotionalcontentthatencouraged

teenstotakeupJUULuse,promoteddrug-likebehaviors,distortedandomittedthe

risksofJUULuse,andmisledyouthaboutthenatureandrisksofJUULuse.These

promotionsreachedB.C.andB.C.’ssocialnetwork,includingclassmates,leadingto

anincreaseinuptakeonJUULproductsandwidespreadmisperceptionsaboutthe

natureandrisksofJUULproducts.ButforJUUL’ssocialmediaadvertising,B.C.



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wouldnothavebeenexposedto,andwouldnothaveused,JUULproducts.

45. WhenoneofB.C.’sfriendsofferedhimhisfirstpuffofaJUUL,B.C.

accepted.Shortlythereafter,hestartedbuyingJUULproductsofhisown.Atthis

time,B.C.didnotknowthatJUULpodscontainnicotineandcancausenicotine

addiction.HadB.C.knownthatJUULpodshavebeenformulatedtodelivernicotine

moreeffectivelythanacigarette,hewouldnothavestartedusingJUULproducts.

46. AlthoughwellbelowtheminimumlegalagetopurchaseJUUL

products,B.C.wasneverthelessabletopurchaseJUULproductsfromlocalstores

andclassmates.

47. B.C.wasstillbelowthelegalagetopurchaseJUULproductswhenhe

obtainedwarrantyserviceforhisJUULdevicefromtheJUULwebsitein2018.

48. Likemanyotherstudents,B.C.hasusedhisJUULatschool.Duetothis

in-schoolJUULuse,B.C.wassuspendedfromschoolthreetimesin2017andtwo

moretimesin2018.

49. BakerhassoughtassistanceforB.C.’snicotineaddictionbut,todate,

B.C.isstillhooked.

50. B.C.’scurrentlyconsumesoneJUULpodaday.Hetakeshisfirstpuffof

JUULwithin5minutesofwakingup.

E. Adam Banner

51. .PlaintiffAdamClaytonBanner(“Banner”)isaresidentofAsheville,

NorthCarolina.WhenheusedaJUULforthefirsttimein2017,attheageof33,

Bannerwasasocialsmokerwhosmokedlessthanonepackofcigarettesamonth,if

that.

52. PriortousingaJUUL,BannersawJUULadvertisinginstoresthat

promotedJUUL’sdevices,JUULpods,flavors,anddiscountedStarterKits.Those

promotionsdidnotdisclosethattheJUULcontainednicotine,warnofnicotine’s



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risks,ordisclosethattheJUULcoulddelivermorenicotineperpuffthanacigarette

anddeliveredthatnicotinetothebloodstreamfasterthanacigarette.HadJUUL

disclosedthisinformation,BannerwouldnothaveusedaJUUL.

53. PriortousingaJUUL,BannersawasignificantamountofJUUL-

relatedpromotionsandcontentonInstagram,FacebookandTwitter.These

promotionspresentedJUULasahigh-techlifestyleproductforyoungadultslike

him,promotedJUUL’sflavors,discountsonStarterKits,anddidnotprovideany

meaningfulinformationforsmokerslookingtoswitchaboutthenicotinecontent,

delivery,orpharmacokineticsthatJUULhadcarefullyengineered.Nordidthe

postingsindicatethattheJUUL’scentralfunctionwastodeliverdosesofnicotine

thatcouldexceedthatofacigarette,thattheJUULcontainsatleast59mg/mL

nicotine,orthattheJUUL’snicotinehadbeenchemicallyalteredtocreatenicotine

impactthatequalsorexceedsacigarette.

54. BanneralsosawJUULcontentonsocialmediaincludingonFacebook,

Twitter,andInstagram.Thisfocus-flavoredcontentencouragedBannertotry

MangoJUULpodsand“start[his]weekwithCoolMintJUULpods.”The“Cool”Mint

advertisementsdidnotdisclosethattheMintpodscontainedupto94mg/mL

nicotine–morethantwicethe“5%strength”labelingstatementindicated.

55. ManyofJUUL’spostsincludedwhatappearedtobeuser-generated

postsfromyoungadultssharinga“#JUULmoment.”Bannerdoesnotrecallseeing

disclosuresaboutnicotineorwarningsaboutnicotineornicotineaddictioninanyof

JUUL’ssocialmediacontent.

56. WhenBanner’sbrother,ZacharyShaneGoforth,returnedfromcollege

inthesummerof2017,hebroughttheJUULhehadbegunusingatthestartofthe

year.Bannerdecidedtotryhisbrother’sJUULbecausethefruitflavorswere

appealingtohimandhisbrotherinsistedhetryJUULinginsteadofsmoking



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cigarettes.

57. Abouttwomonthslater,BannerboughtadiscountedStarterKitofhis

ownsimilartohisbrother’s.

58. BannervisitedJUUL’swebsiteandsoonthereafterbeganreceiving

emailsfromJUUL.BannerdidnotseeanydisclosuresonJUUL’swebsitethatJUUL’s

Mintpodscontainatleast59mg/mLnicotineandcanexceed90mg/mL.Theemails

BannerreceivedpromotedJUUL’sflavoredpodsandthelifestyleappealofJUULuse.

NothinghesawonJUUL’swebsiteorinJUUL’semailsindicatedthattheJUUL

containedatleast59mg/mLofnicotine,thattheJUULdeliveredatleastasmuch

nicotineperpuffasacigarette,orthatthenicotinefromaJUULenteredthe

bloodstreamfaster,orcausedahigherpeakblood-nicotineconcentrationthana

cigarette.Instead,hisimpressionwasthattheJUULwasadeviceforquitting

smokingandthereforeposedlessrisksofaddictionthancigarettes.

59. BannersawandreliedontherepresentationthataJUULisequivalent

toapackofcigarettes,whichisimprintedonJUULpodpackaging,postedonJUUL’s

website,andpostedbythirdpartiesinreviewsandonsocialmedia.Heassumed

thataJUULwasdeliveringthesamekindandamountsofnicotineasacigarette.Had

heknownthattheJUULwaschemicallydesignedtodeliverstrongernicotineimpact

thanacigaretteorthattheJUULdeliveredmorenicotinethanacigarette,hewould

nothaveboughtaJUUL.

60. BannerunderstoodJUUL’slabelingrepresentationthatitwasan

“alternativetocigarettes”tomeanthattheJUULwasawaytomoveawayfrom

smoking.HadheknownthattheJUULcouldsorapidlyfosteranuncontrollable

addictiontonicotine—achemicalhehadbeenconsuminginamountshefound

manageableforapproximatelytenyears—hewouldnothaveusedorpurchaseda

JUUL.



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61. HadBannerknownthatJUUL’s“5%strength”labelingstatement

meantthatMintpodsalwayscontainedatleast20%morenicotinethanthelabel

disclosedandsometimesnearly100%nicotinethanthelabeldisclosed—hewould

nothavepurchasedorusedaJUUL.

62. SoonafterhestartedusingJUUL,Bannerfoundthathewouldsmoke

morethanheusedtowhenhisJUULwasempty.

63. Banneralsofoundthathisconsumptionrapidlyincreasedandwithin

ashortperiodoftime,hewasconsuminguptotwo“Cool”MintJUULpodsaday.

64. Recognizingthathisaddictionhadspiraledoutofcontrol,Banner

switchedtocigarettesbecausetheyweremoreeconomicalthanJUULpodsand

becausehefeltlikecigarettesallowedhimtocontrolhisaddictionbetterthana

JUUL.

65. BannernowconsumesatleasthalfaJUULpodandonepackof

cigaretteseveryday.

66. BannerhasrepeatedlyattemptedtoquitJUULingandsmokingwith

noluck.Afterseekingmedicalhelpfromhisphysician,Bannerwasprescribed

Wellbutrin,whichwasnoteffective.

F. Tommy Benham

67. PlaintiffTommyBenhamisaresidentofMichigan.

68. Benham,whois20yearsold,purchasedaJUULstarterkitattheage

of18.Hewasasmokerpriortohispurchase.BenhamdecidedtotryJUULproducts

basedonadvertisingthathesawinposters,magazines,andFacebookdepicting

JUULe-cigarettesasasafe,lessaddictivealternativetosmokingcigarettes.Hewas

smokingapackofcigarettesadayatthetimeandthoughtthattheJUULwouldhelp

himquitsmokingbyweaninghimfromcigarettes.Healsofoundthevarietyof

flavorsappealing,andwasattractedtotheeye-catchingcolorsandboldfontsused



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intheJUULads.

69. AnumberoftheadsBenhamsawonFacebookarearchivedonthe

webpageforStanfordUniversityResearchintotheImpactofTobaccoAdvertising

(“SRITA”).Seehttp://tobacco.stanford.edu/tobacco_main/images_pods.php?

token2=fm_pods_st661.php&token1=fm_pods_img36435.php&theme_file=fm_pods_

mt068.php&theme_name=JUUL&subtheme_name=Facebook(accessedDecember

17,2018).

70. AmongtheJUULadsthatBenhamsawwerenumerousadsplacedon

FacebookaspartofJUUL’s“Switch”campaign.Theseincludedtestimonialads

toutingtheswitchtoJUULasanimprovementovercigarettesmoking,similarto

ADdvertisements57(“Switch”)and66(testimonial).TheseadsledBenhamto

believethatusingJUULproductswoulddecreasehisappetitefornicotine.

71. Benhamalsosawanumberof“SmokingEvolved”ads.See,e.g.,

AppendixC,Advertisements69-70.Benhamlikedthesleek,hightechlookofthe

deviceandthebrightcolorsoftheJUULpods.Thetagline“SmokingEvolved”led

BenhamtobelievethattheJUULpodhadbeendesignedtoavoidunhealthyside

effectsandbelessaddictivethantraditionalcigarettes.

72. BenhamsawnumerousJUULadsonFacebooktoutingthevarious

JUULpodflavors,includinglimitededitionflavorssuchasmango(beforeitbecamea

“permanent”flavor),menthol,andcoolcucumber.Id.,Ads24,59,62,and71-73.

ThevarietyofflavorswasamajorfactorinhisuseofJUUL,andhetriedessentially

everynewflavorthatcameout.JUUL’suseofinvitationstocommenton“which

flavorisyourfavorite”wasalsoengagingtoBenham,whocommentedonthe

variousflavorsinresponsetothoseads.BenhamalsosawadsframingJUULpod

flavorsassomethingtobepairedwithfoods,suchasadswith“featuredchef”

pairingsofJUULpodflavorswithrecipes.AppendixC,Ad76(“SaveRoomforJUUL”



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ad).

73. BenhamalsosawnumerousadsonFacebookthattoutedlimited

editionJUULe-cigarettesinnewcolorssuchasNavyandGold.Id.,Ads74-75.

Benhampurchasedtheselimitededitione-cigarettesbecausehefelttheyhadmore

pizazzthanastandardblackJUULe-cigarette.

74. BenhamalsosawJUULadsleveragingthefactthatJUULe-cigarettes

wouldavoid“smellinglikeanashtray.”

75. AmongtheadsdiscussedabovethatBenhamsawwereadsusing

discountstopromotenewstylesofe-cigarettesandJUULpodflavors.Hesometime

purchasedJUULproductsatleastinpartinresponsetoseeingthesediscounts.See,

e.g.,Id.atAd67(point-of-saleposterwithdiscount,similartoFacebookads

showingdiscounts).

76. BenhamalsosawJUULadsonFacebookwithcelebrityimages,suchas

a2016adshowingOrlandoBloomandKatyPerrysharingaJUULe-cigarette.

BenhamperceivedtheseimagesasglamorizingJUULproductsandmakingthem

seemtrendy.

77. ManyoftheadsthatBenhamsaw,includingthosecirculatedpriorto

November2017,containednonicotinewarning.Nordidanyoftheadsdisclosethe

increasedpotencyofnicotinesaltsortherelativelyhighconcentrationsofnicotine

inJUULpodscomparedtoothere-cigarettenicotinesolutions.

78. AlthoughBenhamthoughtJUULwouldhelphimquitsmoking,hehas

founditevenmoreaddictivethancigarettes,tothepointwhereeventobaccoisan

inadequatesubstitute.Benhamnowfindsthathehastointerrupthisroutine

throughoutthedaytovapewithhisJUUL,andthatheisconsumingatleasteight

JUULpodpacksperweek.BenhamfavorsCool-MintflavoredJUULpods.Noneofthe

adsmentionedaboveinformedBenhamthatJUUL’snicotinesaltformulationwould



19

deliverhigher,morepotentdosesofnicotinethancigarettesorothervaping

solutions.HadBenhamknownthatthenicotinesaltsinJUULpodsweremorepotent

andaddictivethantraditionalcigarettes,hewouldnothavepurchasedJUUL

products.

G. D.C. through his parent and natural guardian Kisha Chandler

79. D.C.andhismotherKishaChandler(“Chandler”)areresidentsof

WillistonPark,NewYork.

80. PriortousingaJUULforthefirsttimeinAugust2017,attheageof15,

D.C.D.C.hadviewedincreasingamountsofJUUL-relatedcontentonvarioussocial

mediaplatforms.HehadalsoseenonlineJUULadvertisementspromotingJUUL

flavors.NoneofthisJUULmessagingdisclosedthatJUULproductscontainatleast

59mg/mLofnicotineanddelivernicotinetothebloodstreammoreeffectivelythan

cigarettes.

81. WhenD.C.wasofferedamango-flavoredJUULbyoneofhismanyhigh

schoolfriendswhohadtakenupJUULuse,hehadneversmokedacigarettebefore

orusedanyothertobaccoproduct.D.C.decidedtotrytheJUULbecauseeverything

hehadseenhadledhimtobelievethatJUULwasfun,harmless,and“cool.”When

ChandlercaughthersonwithJUULpodsinhisbedroom,D.C.toldherJUULwassafe

andnicotine-free;hetoldhismomtheJUULpodsonlycontainedwatervapor.

82. D.C.enjoyedthe“buzzed”feelinghereceivedfromtheJUUL’s

powerfulnicotinehit,andhequicklybecameaddictedtonicotine.D.C.andhis

friendsobtainedtheirJUULpodsfromnearbygasstationsandasmalllocaldeli.

Initially,thegasstationsanddelisoldJUULproductsdirectlytoD.C.andhisfriends.

Thereafter,D.C.andhisfriendswouldapproachadultsandaskthemtopurchasethe

JUULpodsforthem.

83. ChandlerdoesnotprovideD.C.withcash;instead,ifD.C.needsto



20

purchasesomething,D.C.usesappsonhisphone,whicharelinkedtoChandler’s

bankaccounts.Thus,inordertoobtainJUULpods,D.C.wouldtradefoodfor

JUULpods(i.e.“I’llgiveyou$20worthofWendy’sforaJUULpod).

84. EventhoughChandlerhasconfiscatednumerousJUULdevicesand

JUULpodsfromherson,D.C.hascontinuedtofindwaystoobtainJUULproducts.At

hispeakconsumption,D.C.wasconsumingtwo(2)tothree(3)JUULpodsadayand

spendinghundredsofdollarseachweekonJUULproducts.

85. D.C.’sJUULusehastakenasignificanttollonhisphysicaland

psychologicalhealth.SinceD.C.startedusingJUUL,hehasdevelopedachronic

cough.D.C.alsohassevereADHD.D.C.’sJUULusecounteractedwithhisADHD

medicationtothepointwhereD.C.’spsychiatristhadtoincreasethelevelofADHD

medicationhewasprescribed.Chandleralsobelievesherson’sJUULusehas

increasedhisanxietylevels.

86. ChandlerfearsD.C.willcontinueusingJUULwhenhereturnshome.

D.C.hasexpressedtohismotherthathewantstostopusingJUUL,buthecannot

becauseitmakeshimfeelsogood.

H. Bradley Colgate

87. PlaintiffBradleyColgateisaresidentofCalifornia.

88. In2017,BradleyColgate(“Colgate”)purchasedaJUULe-cigaretteand

JUULpodsattheageof24inanefforttocurtailhisnicotineaddictionandquit

smoking.HehadsmokedMarlborosforapproximatelysevenyears,andhatedbeing

asmoker.

89. Inthesummerandfallof2017,ColgatestartedseeingJUULadsacross

socialmedia.HetypicallyusedInstagramandFacebook,andrecallsseeingmany

JUULadsonbothplatforms.Inparticular,heremembersseeingaseriesof

Instagrampoststhatincludedtestimonialsfrompeoplewhohadswitchedfrom



21

cigarettestoJUUL.WhenloggingintoInstagram,hewouldsee“Instagram

sponsoredstories,”whichwereshortoneminutevideoadvertisements,andoften,

he’dbepresentedwithaJUULsponsoredstorythatwasintheformofatestimonial.

ThesetestimonialstypicallyinvolvedpeopledescribinghowJUULhelpedthemquit

smokingcigarettes.Whilehedidnotwatchthevideos,heoftenobservedthebrief

captionthatappearedbeneaththevideo,whichtypicallyencouragedhimto

“switch”fromcigarettestoJUUL.WhiletheprecisetestimonialsthatColgatesaware

nolongeravailableonline,Colgaterecallsseeingtestimonialsthatlookedsimilarto

Advertisement66ofAppendixC.Inparticular,herecalledseeinginthese

testimonialsphrasesthatdescribedJUULasan“alternative”tocigarettes,whichhe

understoodtomeannotunhealthyandlessaddictive.Healsorecallsseeing

advertisementsonbothInstagramandFacebookthatsimplycontainedtheword

“SWITCH,”includingtheadvertisementappearingatimage57ofAppendixC.

90. Aroundthatsametime,healsobeganseeingadvertisementsatstores.

Henoticedhowlargethestoreadvertisementswere,andwassurprisedtoseethe

adsondisplaynotjustatsmokeshops,butatconveniencestoresandgasstations,

suchas7-11.HealsonoticedthatthesestoresdisplayedJUULonthecounter,

insteadofbehinditwiththeothercigarettes.

91. BeforeColgatepurchasedJUULforthefirsttime,hesawotherJUUL

advertisementsonFacebookandInstagram.Inparticular,herecallsseeing

Instagramadvertisements57(“Switch”),58(JUULwithcoffee);59(usingJUULlike

atoytomakecoolvisualpatterns),and60(JUULpodsdisplayedasWarhol-inspired

popart),61(enjoyingaview),62(JUULwithcoffee,nearlyidenticaltoAd24)of

AppendixC.HealsorecallsseeingFacebookadsinSeptember2017fora“Device

Kit”andanotheronoraroundOctober4,2017thatencouragedhimto“[c]ustomise

aplanthatfitsyourlifestyle.”Id.,Advertisements63-64.HebelievedthatJUUL



22

wouldmakeiteasiertostopbeingasmoker.

92. OnthebasisofJUUL’sadvertisingcampaign,includingtheads

describedinthepreviousparagraph,ColgatedecidedtopurchaseJUULinoraround

October2017.WhileheknewpriortopurchasingJUULforthefirsttimethatJUUL

containednicotine,hebelievedbasedontheadvertisementsthatitcontainedless

nicotinethancigarettes,andthatitwasakintoanicotinechewinggumorother

productdesignedtohelppeoplequitsmoking.Atnotimewasheinformedthatit

hadmorenicotinethancigarettes.HadJUULdisclosedintheadvertisementsthatit

hadmorenicotineperpodthanapackofcigarettes,hewouldnothavemadethe

decisiontopurchaseJUUL.

93. RatherthanweaningColgateoffofnicotine,theintensedosageof

nicotinedeliveredbytheJUULproductsresultedinanincreasednicotineaddiction,

andanincreasedconsumptionofnicotineandJUULproductsbyColgate.Colgate

foundJUULsoaddictivethathedidnotsubscribetoJUUL’spodservice,ashewas

concernedthatbyhavingsomanypodsinthehouse,hewouldsmokemorethanhis

typicalpodadayduetoitsaddictivenature.Moreover,notonlyhastheincreased

nicotinemadeJUULhardertoquitthanregularcigarettes,butbecauseofthewayin

whichJUULrelentlesslycontinuedtoadvertisetohimonsocialmedia,Colgatehas

foundquittingJUULtobeevenmoredifficultthanquittingcigarettesduetothefact

thatheiscontinuouslyremindedofit.

94. HadColgateknownthetruthofthematteraboutJUUL,hewouldnot

havepurchasedJUULproducts.

I. Kaytlin McKnight

95. KaytlinMcKnight(“McKnight”)isaresidentofArroyoGrande,San

LuisObispoCounty,California.

96. In2017,ClassrepresentativeKaytlinMcKnightpurchasedaJUULe-



23

cigaretteandJUULpods.McKnightsubsequentlybecameaddictedtonicotinesalts.

McKnightnowconsumesseveralJUULpodseachweek.

97. HadMcKnightknownthetruthofthematteraboutJUUL,shewould

nothavepurchasedJUULproducts.

J. Q.C. through his parent and natural guardian Anjie Comer

98. Q.C.andhismotherandnaturalguardianAnjieComer(“Comer”)are

residentsofFortWorth,Texas.Q.C.beganusingJUULaroundMarch2018attheage

of16.

99. BeforeQ.C.eventriedJUUL,heviewedpoint-of-sale(“POS”)


ThesepromotionalmaterialsfeaturedimagesofJUUL’smulticoloredfruit-flavored

pods.Q.C.didnotseeanywarningsordisclosuresinthesePOSmaterialsabout

JUUL’snicotinelevelsortherisksJUULposed.Therepresentationsandomissionsin

JUUL’sin-storepromotionsmateriallyimpactedQ.C.’sassessmentof,andeventual

decisiontouse,JUULproducts.

100. WhenQ.C.wasofferedaJUULbyafriendatschool,hehadnever

smokedorusedanyothertobaccoproduct;hedecidedtotryaJUULbecausethe

fruitflavorssoundedintriguing,hebelievedtheJUULposednoseriousrisks,and

JUULinghadgrownincreasinglycommonathisschool.Q.C.hadseen

advertisementsforJUULonsocialmediaandwasledtobelieveJUULdidnotcontain

anynicotine.

101. Q.C.wouldnothavestartedusingJUULifheknewitcontained

nicotine.Additionally,Q.C.wouldnothaveusedatobaccoormenthol-flavoredJUUL

becauseheassociatesbothofthoseflavorswithcigarettes,whichheknewtoavoid.

102. PeerpressureandJUUL’snarcoticeffectofnicotineledQ.C.tousehis

friend’sJUULrepeatedlyoverthecourseofthenextfewweeks.UsingJUULbecame



24

asocialactivitythatQ.C.engagedwithregularlywithhisfriendsduringandafter

school.

103. ComerhasnoticedthatsincehersonbeganusingJUUL,ithasmade

himexperienceseveremoodswings.

104. HadQ.C.knowntherisksofusingaJUULorthatthesudden

popularityofJUULwasnotbecausetheJUULwas“cool”butbecauseJUULwasusing

deceptiveadvertisingtacticstolureteenagerstoitspowerfullyaddictiveproduct,

hewouldnothaveusedaJUUL.

K. A.U., and her mother and natural guardian, Lisa Commitante

105. A.U.andherparentandlegalguardian,LisaCommitante,areresidents

ofNewYork.

106. A.U.beganJUULingattheageof14,afterpurchasingaJUULand

JUULpodsatasmokeshop.A.U.wasattractedtothefruitflavorsproducedbythe

JUULpods,anddidnotrealizethatitcontainednicotine.Shesubsequentlybegan

consumingJUULpods,enticedbythefactthatitlookedcoolandherfriendswere

vapingJUULproducts.SheusedtheJUULfrequentlyuntilhermotherfoundand

confiscatedit.A.U.wouldnothavepurchasedtheJUULstarterkitifshehadknown

itcontainednicotine.

L. D.C. and his mother and Natural Guardian Renee Deeter

107. PlaintiffD.C.andhismotherandNaturalGuardianReneeDeeter

(“Deeter”)areresidentsofTucson,Arizona.

108. WhenD.C.usedaJUULforthefirsttimein2015,hewas13.Hehad

neversmokedorusedtobaccoproductsbefore.Healsodidnot—anddoesnot—

understandthatnicotinecausesaddictionorthatheisaddictedtonicotine. 

109. BecauseD.C.isconvincedthatJUULuseissafeandnon-addictive,he

doesnotsharedetailsofhisusewithhisparents.



25

110. D.C.maintainsthatnicotineisnotaddictive,eventhoughhesuffers

withdrawalsymptomswhenhedoesn’tuseJUUL.

111. DeeterdoesnotknowwhatJUULpodflavorD.C.triedfirst,butshe

believesthatheonlyconsumesfruit-flavoredJUULproducts.

112. D.C.activelyusesInstagram,Snapchat,andYouTubewhereheis

exposedtoJUUL-relatedcontentfromotheradolescentsandfromJUUL-related

accounts.

113. D.C.typicallypurchasesJUULproductsfromclassmates.

114. OtherparentsinformDeeterthattheyhaveseenJUUL-themed

SnapchatpostspostedbyD.C.aswellasvideosofD.C.smokingJUULs,butDeeter

doesnothaveaccesstoD.C.’saccounttoverify.

115. D.C.beginsJUULwithin30minutesofwakingupeverymorning.His

preferredflavorisFruitMedley.DeeterbelievesthatD.C.consumesatleastone

JUULpodeverytwodays.

M. D.D. and C.D., minors, through their Parent and Natural Guardian Joseph

DiGiacinto

116. PlaintiffsD.D.andC.D.andtheirParentandNaturalGuardianJoseph

DiGiacintoareresidentsofCotati,California.

117. BeforeD.D.usedaJUULforthefirsttimein2015,hewasnota

smoker.AshetoldC.D.thenightbeforeheusedaJUULforthefirsttime,hisfriends

werepeerpressuringhimintousingaJUULbecause“everyonewasdoingit”at

D.D.’shighschool.

118. D.D.continuedusingaJUULand,likemanyofhisclassmates,became

addictedtonicotine.

119. D.D.eventuallyconvincedC.D.touseaJUUL,too.BeforeC.D.hadever

triedaJUUL,hehadseenpoint-of-sale(“POS”)promotionalmaterialsforJUUL



26

devicesandproducts,includingsignsanddisplays.Thesepromotionalmaterials

featuredimagesofJUUL’smulticoloredfruit-anddessert-flavoredpodsandoffers

ofdiscountsontheJUUL“StarterKit.”C.D.didnotseeanywarningsordisclosures

inthesePOSmaterialsaboutJUUL’snicotinelevelsortherisksJUULposed.The

representationsandomissionsinJUUL’sin-storepromotionsmateriallyimpacted

C.D.’sassessmentof,andeventualdecisiontouse,JUULproducts.

120. C.D.lookeduptohisbrotherD.D.andeventuallyboughtaJUULfroma

classmatewhohadaspareforsale.





promotionsreachedC.D.andD.D.’ssocialnetwork,includingclassmates,leadingto


natureandrisksofJUULproducts.ButforJUUL’ssocialmediaadvertising,C.D.

wouldnothavebeenexposedto,andwouldnothaveused,JUULproducts.

122. D.D.andC.D.arebothactiveonInstagramandFacebook.

123. OnInstagram,D.D.andC.D.wereexposedtoasignificantamountof

JUULpromotionalcontentfromthirdparties,includingtheInstagramaccounts

@[email protected]



27

JUULusewas“cool,”safe,andappropriateforminors.Theaccountsalso

encouragedtheunlawfulpurchaseanduseofJUULproductsbyyouth.OnYouTube,

D.D.andC.D.sawnumerousJUUL-themedvideosfromDonnySmokesandSupreme

Patty.OnSnapchat,C.D.sawJUUL-themedcontentfromEonSmokeandOGNick,

andevenhisownfriends.Thiscontentwasovertlyyouth-orientedandpromoted

nicotineabuse,downplayedornormalizedaddictionrisks,encouragedJUULusein

school,providedguidanceonhowtoconcealaJUUL,createdtheimpressionthat

JUULusewasmorecommonthanitwas,andthatJUULingwasthe“cool”thingto

do.TheseaccountsalsosoldJUULproductsdirectlythroughInstagramand

promotedwebsitesthatsoldJUULproductswithinadequateageverification

procedures,ifanyatall.C.D.didnotknowthatmuchofthecontenthesawwas

beingcreated,distributed,andpromotedbyJUULvendorsorpaid

influencerswhoseaimwastopromoteJUULusetoadolescentsandprofitfromtheir

addiction.HadD.D.orC.D.knownthattheywerebeingtargetedbyvendorsofJUUL

products,orthatJUUL’sownviralmarketinghadpromotedandfacilitatedthese

accounts,D.D.andC.D.wouldhaverejectedofferstouseaJUULorwouldhavemade

effortstostopusingJUULsoonerthantheydid.

124. AlthoughC.D.was,andis,under18yearsofage,hewasableto

continuallyacquireanduseJUULproductsthroughD.D.andcountlessotherolder

highschoolstudents,andthusmaintainhisaddictiontonicotine.DiGiacintodoes

notknowwhereD.D.buysJUULproducts.

125. ThoughC.D.isaminor,hehasbeenreceivingasteadystreamof

promotionale-mailsfromJUULformonths.

126. C.D.’sInstagramandSnapchatstreamsarebombardedwith

advertisementsforJUULproductsandJUUL-relatedproducts.



28

127. DiGiacintohasenlistedtheaidofschooladministratorsandhisfamily

doctorineffortstohaltC.D.andD.D.’snicotineaddiction.Hehasalsoattemptedto

keepC.D.andD.D.fromassociatingwithfriendswhouseJUULs.Noneofthese

effortshavebeensuccessful.

N. K.S. though his parent and Natural Guardian Rachelle Dollinger

128. K.S.andhismotherandNaturalGuardianRachelleDollingerare

residentsofBrownsburg,Indiana.

129. In2017,K.S.usedafriend’sJUULforthefirsttime.K.S.andhisfriend

wereboth13-year-oldsintheeighthgrade.K.S.wasnotasmokerandhadnotused

tobaccoproductsinthepast.

130. K.S.wouldnothaveusedaJUULifhewerenotofferedaproductina

candy-likeflavor.

131. DollingerdidnotknowwhataJUULwasuntilonedayK.S.toldher.

WhenDollingerlaterfoundoutthatK.S.wasusinga

JUUL,K.S.toldDollingerthatJUULusewasharmlessandsafeanddidnotcontain

nicotine.K.S.toldDollingerthathehadreviewedJUUL’swebsite,andthat

ifDollingerreviewedthewebsite,shetoowouldlearnthatJUULusewasharmless

andsafe.



29

132. AlthoughK.S.wellbelowtheminimumlegalagetobuytobacco

products,heisneverthelessabletopurchaseJUULproductsfromthelocal

Speedwaygasstation.

133. Likemanyhighschoolstudents,K.S.isactiveonsocialmedia.On

InstagramandFacebook,hehasseenJUULadvertisementsinvitinghimto"start

yourweekwithCoolMintJUULpods,"to"experienceanewkindoftropical

getaway"withMangoJUULpods,orsimplyto"findyourfavoriteflavor."Otherads

hehasseenpresentJUULproductsalongsidecellphones,laptops,tabletcomputers,

booksandcoffeecups,allitemsfamiliartoK.S.Noneoftheseadsdisclosethat

JUULpodscontainatleast59mg/mLofnicotineandthattheydelivernicotinetothe

bloodstreamaseffectivelyormoreeffectivelythancigarettes.Rather,JUUL’sadsled

K.S.toconcludethatJUULisatastyindulgencethathecanenjoywithout

consequences.

134. Dollingerrecentlyfoundapproximately30emptyJUULpodswhile

cleaningK.S.’sroom.K.S.claimedthattherearevideosonYouTubethatexplain

howtorefillemptypods.

135. At14yearsofage,K.S.isaddictedtonicotine.AccordingtoDollinger,

hehasa“meltdown”ifhecannotgetJUULpods.



30

O. J.D. through his parent and natural guardian Nicole Dramis

136. PlaintiffJ.D.andhisparentandnaturalguardianNicoleDramis

(“Dramis”)resideinMillerPlace,NewYork.

137. J.D.beganusingJUULinNovember2017,attheageof14.Priortothis,

J.D.didnotsmokecigarettesoruseothertobaccoproducts.

138. BeforeusingJUULforthefirsttime,J.D.hadseennumerousJUUL

Vaporizedimagesonline,whichpromotedJUULpodflavorsanddepicted

fashionablydressedyoungpeoplestrikingplayfulposeswithJUULdevicesinhand.

See,e.g.,AppendixC,Advertisement46;seealso

https://inrejuul.myportfolio.com/vaporized.NoneoftheadvertisementsJ.D.saw

disclosedthenatureoraddictionrisksofJUUL’sproducts,theexistenceoramount

ofnicotineinJUUL’sproducts,orthattheJUULwasengineeredtodelivernicotineto

thebloodstreammorerapidlyandingreaterquantitiesthanacigarette.

139. BeforeJ.D.eventriedJUUL,healsoviewedpoint-of-sale(“POS”)



pods.J.D.didnotseeanywarningsordisclosuresinthesePOSmaterialsabout


JUUL’sin-storepromotionsmateriallyimpactedJ.D.’sassessmentof,andeventual


140. WhenofferedaJUULbyafriendatschool,J.D.acceptedbecausehe

wasinterestedintryingthefruitflavors.J.D.believedthatJUULpodsdidnotcontain

nicotinebutweresimply“fruit-flavoredjuice.”

141. JUUL’suseoffruit-basedflavors,fruit-basedflavornamesandfruit-

basedadvertisingimageswasasubstantialfactorinJ.D.’sdecisiontouseand

continueusingaJUUL.JUUL’sfruit-basedpromotionsmisledJ.D.aboutthenatureof



31

JUUL’sproductanddistortedtherisksJUULproductsposed.J.D.wouldnothave

startedusingJUULifheknewitcontainednicotine.Additionally,J.D.wouldnothave

usedatobaccoormenthol-flavoredJUULbecauseheassociatesbothofthoseflavors

withcigarettes,whichheknewtoavoid.

142. PeerpressurewasalsoasignificantcontributingfactorinJ.D.’s

decisiontouseandcontinueusingaJUUL.J.D.hasconveyedtoDramisthat

everyoneathishighschoolwasusingJUUL,andhedidnotwanttobethe"oddman

out."

143. J.D.andhisfriendshavepurchasedJUULpodsfromolderstudentsat

schoolandatvapeshopsinthearea.

144. Athispeaklevelofconsumption,J.D.wasconsuminguptothree

JUULpodsperday;hebeganusingJUULwithinfiveminutesofwakingupinthe

morningandcontinuedusingJUULthroughouttheday.

145. J.D.beganusingJUULregularlyatschool;hewouldleaveclassand

takeextendedvisitstothebathroomtouseJUUL.Becauseofthis,Dramishas

receivedphonecallsfromJ.D.’steachersinformingherofherson’sabsencefrom

class.

146. DramisstatesJ.D.’sJUULusehashadsignificantpsychologicaland

socialeffectsonherson.DramissaysJ.D.becomesverynastyandirritatedwhenhe

cannotconsumeJUULduetohissevereaddictiontonicotine.J.D.enjoysusingJUUL

becauseitgiveshimahighandmakeshimfeelgood.

147. Socially,Dramissayshersonhasalwaysbeenanice,respectfulchild.

However,sinceusingJUUL,J.D.hasstartedhangingoutwithadifferentcrowdand

veerstheotherway.J.D.hasmadefriendswitholderkidsthathaveeasieraccessto

JUUL.

148. DramishasmademanyeffortstogethersontostopusingJUUL.



32

DramishasgroundedJ.D.,takenawayhisspendingmoney,andbannedhimfrom

hangingoutwith“badinfluences.”Dramiswouldliketosendhersontoa

rehabilitationprograminordertotreathisaddictiontonicotineandputastopto

hisJUULuse.

P. Jillian Furey

149. PlaintiffJillianFureyis20yearsoldandaresidentofWashington,D.C.

150. PlaintiffFureystartedusingJUULin2018becausesheheardofJUUL

productsasanalternativetocigarettes.JUUL’smarketing,includingin-store

displaysandradioadvertisements,ledhertobelieveJUULwaslessriskyandnot

addictive.SheheardaJUULadontheradiostationDC101and97.9FMduringthe

classperiodtellinghershecould“switch.”

151. PlaintiffFureyusedtosmokeMarlborolights,andsheinitiallyused

oneJUULpodperweek,butnowusesupto1entireJUULpodperday.

152. ShehaspurchasedJUULfromgasstationsandconveniencestoresand

paysapproximately$20perpackofJUULpodsandupto$30perdayoreveryother

day.

153. ShedidnotseeanywarningsinJUULadsoronJUULadsingas

stationsorconveniencestores.

154. Sheusedtosmokeafewcigarettesperday(lessthanten)andnow

smokessignificantlymoreinnicotineinJUULpods.

155. ShesawtheJUULpackagessaid5%nicotine,whichtoher

representedasmalleramountofnicotinethancigarettes.

156. JUUL’sflavorsplayedasignificantroleinherchoosingtotryJUUL,as

sheprimarilysmokes“CoolMint”.

157. JUULhasincreasedherdependenceonnicotineandaggravatedher



33

addiction.ShesmokesJUULwithin5minutesofgettingupandfindsherselffar

moreaddictedthanwhenshesmokedcigarettes.ShehastouseJUULevery30

minutes.

158. Shehasalsobeencoughingsignificantlymoreoften,andhasbeen

feelingsickonaregularbasis,exhibitingsymptomssuchasshortnessofbreathand

breathingissues.

159. IfshedoesnothaveherJUULorcannotfinditshebecomesmore

agitatedandanxious;shefeelsmorebetterwhensheknowsshehasitonherand

canuseitatanytime.

160. JillianwouldneverhavetriedorpurchasedJUULhadsheknownthe

truthaboutitsnicotinecontentanddelivery,andthenatureofitsimpactonher

health.

Q. M.H., and her mother and natural guardian, Jennifer Hellman

161. PlaintiffM.H.andhermotherandnaturalguardianJenniferHellman

(“Hellman”)areresidentsofNewHope,PennsylvaniabutlivedinRobbinsville,New

JerseyuntilJuly2018.

162. In2016,M.H.’solderbrotherstartedusingaJUULalongwithmanyof

hisfriendsinhighschool.1

163. M.H.’sbrothertoldherwhathebelievedtobetrue:theJUULcomesin

funflavorsandheallowedhertousehisJUUL.

164. PriortoandafterusingaJUUL,M.H.sawandreliedonJUUL’ssigns

andpromotionsinlocalgasstations.

165. WhenM.H.triedtheJUUL,shelikedthewayittastedandthebuzz

fromnicotine.BecausemanyofherfriendshadstartedusingJUULs,too,M.H.found

1Duetoanoversightbycounsel,inaccurateallegationshadbeenmadeintheFirstAmendedComplaintthathavenowbeencorrected.



34

herselfusingaJUUL.

166. M.H.andherfriendsareactiveonsocialmedia,whereM.H.sawposts

fromherandherbrother’sfriendsaboutJUULuse,sawpoststhatencouraged

adolescentuseofJUULproductsandpromotedusingJUULproductsatschool.This

onlinecontentreinforcedM.H.’sbeliefthattheJUULwasaharmlessproductmade

forteenagers.M.H.’smothersawpostsfromherdaughterofM.H.usingJUUL,

mimickingwhatshehadseenonother’ssocialmedia.

167. Now17yearsold,M.H’sspendingonJUULpodsandJUULdeviceshas

totaledatleast$2000,someofwhichsheearnedherselfandsomeof

whichHellmanprovidedthroughgiftsofmoney,notrealizingthatshewasfunding

M.H.’saddiction.

168. AllofM.H.’sfriendsinNewJerseywereJUULaddicts.Althoughmany

ofthemarebelowthelegalagetopurchaseJUULproducts,theyeasilypurchased

JUULpodsfromlocalgasstationsandotherstudentsatM.H.’sschool.

169. Hellmanhasspentinexcessof$7,000inhereffortstohelpM.H.with

behavioralissuesthatcoincidedwhenM.H.beganJUULing.In2018,Hellmanmoved

thefamilytoPennsylvania,whereJUULuseisjustascommoninM.H.’snewhigh

school.M.H.hastriedcigarettesattimeswhereshecouldnotgetJUULpods.

170. HellmanhadtaughtM.H.andherbrotherthatsmokingwas

dangerous,butshedidnotknowtowarnthemabouttheJUUL—orwhataJUUL



35

was—untilitwastoolate.SchoolseducatedM.H.andherbrotherabouttobacco

thoughtheDAREprogram,butneveraddressedJUULuse.

171. ThoughM.H.wasnotasmokeroranicotineuserbeforeusingaJUUL,

hercurrentconsumptionofnicotineisconsistentandfrequent.

172. M.H.hastriedrepeatedlytoquitJUULusebuthasbeenunabletodo

so.

R. Austin Hester

173. PlaintiffAustinHester(“Hester”)livesinRoxboro,NorthCarolinabut

residedinSt.Louis,Missouriwhenthetransactionsbelowoccurred.

174. .PriortousingaJUULforthefirsttimein2016,attheageof20,

Hesterdidnotsmokeorusetobaccoproductsbecauseheknewthatcigarettes

causeaddictionandcanleadtoseriousillnessordeath.Healsofoundthesmellof

cigarettesmokenoxious.

175. AlthoughhehadnotyettriedaJUUL,HestersawandreliedonJUUL’s

point-of-sale(“POS”)promotionalmaterials,includingJUULsignsanddisplays.The

POSmaterialsHestersawpromotedJUUL’sfruit-anddessert-flavoredpods.Ifthe

materialsdisclosedtheexistenceorrisksofnicotineinJUUL’sproducts,Hesterdid

notseethem.TherepresentationsandomissionsinJUUL’sin-storepromotions

materiallyimpactedHester’sassessmentofthenature,risksandbenefitsofJUUL’s

products.

176. WhensomeofHester’sfriendsbackfromcollegeofferedhimaJUUL

inthesummerof2016,Hester,likehisJUUL-usingfriends,wasunawareofthe

addictionrisksJUULposed.HesterlikedthetasteoftheFruitMedleypodsand

continuedtoacceptpuffsfromhisfriendswhentheysocialized,whichusually

occurredafewtimesaweek.

177. Overthecourseofthesummer,Hestercontinuedtousehisfriends’



36

JUULwhenhewouldseethem.AndHestercontinuedtoseeJUULpromotionsin-

storeandonline.JUUL’suseofflavor-basednicotinepodsandJUUL’sflavor-based

advertisingimagesplayedasignificantroleinHester’sdecisiontouseandcontinue

usingaJUUL.HadheknownthatJUUL’s“FruitMedley”productposedariskof

fosteringalife-alteringaddiction,orcouldleadtosmoking,heneverwouldhave

usedorpurchasedaJUUL.

178. HesteralsosawJUULadvertisingcontenton@JUULvaporInstagram

accountandthroughtheaccountofthirdpartiesdiscussingorpromotingJUUL.

Hester’sfriendsandpeersalsopostedaboutJUULonInstagramandSnapchat.The

socialmediacontentHestersawledhimtobelievethatJUULproductsweremade

fornon-smokerslikehimandposedlittlerisk.

179. WhenHester’sfriendsreturnedtoschoolinthefallof2016,Hester

realizedthathehadbecomeaddictedtonicotineandpurchasedhisownJUUL

StarterKitfromthelocalQuikTripstore.

180. Hesterfilledouttheregistrationcardthatcameinhis“StarterPack”

andreturnedittoJUUL.Thereafter,Hesterroutinelyreceivedpromotionalemails,

which,duringthetimeperiodincludeddiscountoffers,storelocators,andflavor

promotions,fromJUUL,suchastheemailbelowpromotingJUUL’sMango:



37

181. Hester’sbuddingaddictiontonicotinequicklyspiraledoutofcontrol,

andHesterwassoonconsumingthreeJUULpodsaday.

182. HestercurrentlyconsumesoneJUULpodaday.Hetakeshisfirstpuff

ofJUULwithin5minutesofwakingup.Hefindsthattheharshnessorthroathitof

theMintflavorpreventshimfromexcessivenicotineconsumption.

183. HestertriedtheMangopodsbutfoundthesmoothnessofthevapor,

coupledwiththeflavor,ledtoanunwantedspikeinusage.

S. Edgar Kalenkevich

184. PlaintiffEdgarKalenkevichisaresidentofBrooklyn,NewYork.When

heusedaJUULforthefirsttimein2015,attheageof25,hewasanon-smoker.He

hadtriedcigarettesbeforebutfoundthemdisgustingandroughonhisthroat.



38

185. PlaintiffEdgarKalenkevichisaresidentofBrooklyn,NewYork.When

heusedaJUULforthefirsttimein2015,attheageof25,hewasanon-smoker.He

hadtriedcigarettesbeforebutfoundthemdisgustingandroughonhisthroat.

186. KalenkevichrecallsthattheJUULbrandappearedoutofnowherein

NewYorkCityinthesummerof2015.Suddenly,allofhisfriendshadJUULdevices

andsomeofhisfriendsspokeofattendingeventswherefreeJUULproductswere

distributed.KalenkevichrecallsseeinganinvitationtoaJUULmovieeventin2015

aswell,inwhichJUULpromisedfree“starterkit”toeachattendee.

187. AlthoughhehadnotasyetusedaJUUL,Kalenkevichhadseen

advertisementsfromJUUL’s“Vaporized”campaign.Thesecolorfuladsfeatured

fashionablydressedyoungpeoplestrikingplayfulorseductiveposesreminiscentof

popmusicidols,eitherwithJUULinhandornexttoanenlargedimageofaJUUL

device.Kalenkevichdidnotseeanywarningsaboutnicotineoraddictioninthese



39

ads.

188. PriortousingaJUUL,Kalenkevichhadalsoseenpoint-of-sale(“POS”)


KalenkevichdidnotseeanywarningsordisclosuresonthesePOSmaterialsabout

JUUL’snicotinelevelsoftherisksJUULposed.Instead,hesawclaimsthatJUUL

offered“intenselysatisfyingvapor”andpromotionsforfruit-anddessert-flavored

pods.TheserepresentationsandomissionsinJUUL’sinstorepromotionsmaterially

impactedKalenkevich’sassessmentofdessert-flavoredJUULhewouldlaterbe

offered.

189. KalenkevichalsoremembersseeingJUULadvertisementsonhis

mobilephonein2015.NoneoftheJUUL-relatedcontentKalenkevichsawonhis

phoneindicatedthattheJUULcontainednicotine,coulddelivermorenicotinethan

cigarettes,orposedatleastthesamerisksofaddictionascigarettes.

190. KalenkevichhadhisfirstJUULexperiencewhenhisfriendofferedhim

apuffinamovietheaterinthesummerof2015.KalenkevichenjoyedtheCrème

Bruleeflavorandthefeelingitgavehim.Althoughheknewsmokingtobe

dangerousandaddictive,hethoughtthatJUULwouldnotbedangerous,inpart

becausethecolorfulpodsandthesweet,candy-likeflavors.Kalenkevichwouldnot

haveusedatobacco-ormenthol-flavoredJUUL.

191. AftertryingaJUUL,KalenkevichvisitedJUUL’ssitewherehesawa

chartindicatingthattheJUULdeliveredabout20%lessnicotinethanacigarette.He

assumedthismeantthattheJUULwaslessaddictiveandlessdangerousthana

cigarette.



40

192. StartinginJune2015,KalenkevishfrequentlyviewedJUUL’spostson

FacebookandInstagramJUUL’suseoffood-basednames,food-basedadvertising

images,andfood-basedflavorswasasubstantialcontributingfactorin

Kalenkevich’sdecisiontostartusingandcontinueusingaJUUL.JUUL’sfood-based

promotionsmisledKalenkevichaboutthenatureofJUUL’sproductsanddistorted

therisksJUUL’sproductsposed.ButforJUUL'sflavoringsandflavor-based

promotions,KalenkevichwouldnothavestartedusingaJUULorwouldnothave

continuedusingaJUUL.

193. OnFacebook,hesawpostsencouraginghimto“startyourweekwith

CoolMintJUULpods”aswellaspromotionsforMangopodsandotherJUULflavors.



41

194. WhenKalenkevich’sfriendsbeganpostingorre-postingsocialmedia

contentrelatedtoJUUL,KalenkevichstartedfollowingsomeoftheJUUL-related

accounts,including@[email protected],andother,

accountsKalenkevichsawnumerousJUUL-relatedpostsfeaturingpopularcartoon

characters,teenagersusingJUULdevices,teenscombiningJUULwithcigarettes,and

JUULasanessential–indeedirresistible–elementofyoungadultlife.

195. JUUL’suseofcelebritieslikeKatyPerryandOrlandoBloomalso

influencedhisdecisiontouseJUULproducts.Thesecelebrities’endorsementled

himtobelievethatJUULwasasafeproduct.

196. KalenkevichvisitedJUUL’swebsitein2015and2016andbegan

receivingpromotionalemailsfromJUUL.Nothinginthoseemailsdisclosedthat

JUULcontainedatleast59mg/mLnicotineorthattheJUULcoulddelivermore

nicotineperpuffthanacigarette.

197. Kalenkevich’sJUULusecausedhimtobecomeaddictedtonicotine.



42

Thoughcigaretteshaddisgustedhiminthepast,hisaddictiontonicotinewasso

intensethathestartedsmokingwhenhedidnothaveaccesstoJUUL.Likemany

non-smokerswhoareintroducedtonicotinethroughJUUL,Kalenkevichbecamea

userofmultipletobaccoproducts.

198. Kalenkevichnowsmokestencigarettesandvapesatleasthalfofa

CoolMintorMangopodaday.Inhisexperience,thesweeterflavorsgeneratemore

vaporandaresmootheronthethroat.

199. ButforJUUL’sdeceptiveandunfairpromotionalpractices,

KalenkevichwouldhaveneverusedaJUULandwouldhaveneverbecomeasmoker.

T. David Kugler

200. PlaintiffDavidKuglerisaresidentofIllinois.

201. Davidis18yearsold,heturned18inJanuary2019.

202. David.isaddictedtoJUUL,hestartedatage15inthesummerof2016;

Hehadtriedacigarettebefore.

203. JUULseemedtrendyorcooland“everyonewasdoingit”sohetried

too.

204. DavidKuglerhasseenJUULadsonsocialmedia,instagram,atgas

stations,andsmokeshopsduringtheclassperiod,includingthisadandsimilarads,

whichprovidenowarning:



43

205. DavidKuglerfirsttriedJUULatapartyandoneofhisclassmates

offeredhimtotryusingaJUULdeviceandJUULpodthatwas“CoolMint”flavor.D.K.

didknowwhatnicotinewasanddidnottrynicotinebeforethatpoint.Therewere

nowarningsonthedeviceorpod.

206. IfDavidKugler.hadknownhowaddictiveJUULwasorhowitworked,

hewoulddefinitelynottryit.Atpeakusein2017,D.K.wassmokingapackofpods

or$20-$25perweek.

207. DavidKuglerwasconsistentlystrugglingwithaddictionand

withdrawltoJUUL,andithurthisrelationshipwithhisparents.

208. DavidprefersflavoredJUULpods,includingmango.D.K.avoids

tobaccoormentholflavoredJUULpods.

209. DavidwouldneverhaveusedJUULhaditnotbeenfortheflavors.

210. DavidhadseenJUUL’spackagingandadvertisementsingasstations

andonsocialmedia.

211. David’smotherTracieKuglerdoesnotsleepanymorebecauseofher

sons’condition.

212. DavidsawonlineadsforJUULskinsandsaw@juulnationon

instagram.Whenmangofirstcameout,hesawalotofsocialmediapromotionover

newappealingflavors.Hehasseenmanymemessuchaspeopleinhalingmultiple

JUULsatonce.Hesawalotofonlinememes.

213. Davidsawaphotoof,BakerMayfieldtheNFLquarterback,posteda

photowithaJUULdevide.

214. DavidpurchasedJUULfromaclassmatewhopurchasedpodsinbulk

offoftheJUULwebsite.HealsopurchasedJUULpodsthroughgasstationsand

smokeshopsandthroughthehelpofsomeofhisclassmateswholookedolder.

215. Davidlostweight(11lbs)andvisitedaphysician,whorecognizedthat



44

nothingwaswrongwithhimexceptforhisnicotineaddiction.

216. David’snicotineaddictionhascontributedtohisslowerathletic

performanceandhasnowdiminishedhisopportunitiestoplaycollegesoccer.

217. Davidhadreceivedhelpfromacounselorandwaseventuallyableto

recoverfromhisaddictioninthesummerof2017.Thisprogramcostapproximately

$2,000.

218. DavidwouldneverhaveusedJUULhaditnotbeenforflavorsand

marketingthatmadehimbelieveJUULwassafe.

U. Tracie Kugler, on behalf of her son, Z.K, a minor.

219. Kugler and Z.K. are residents of Illinois.

220. Z.K.,Kugler’sson,is15yearsold.

221. Z.K.isaddictedtoJUUL.Z.K.startedatage14in2017.

222. Z.K.hadevertriedacigarettebeforetryingJUUL.

223. Z.K.sawJUULadsonFacebookadvertisingJUUL’snewestflavor,

mango.Hespecificallysawthisadinearly2017beforehestartedsmokingJUUL,

whichdoesnotwarnofanydangersofusingJUUL,orthenatureofnicotinecontent

anddeliveryinthedevice:



45

224. WhenZ.K.firsttriedJUUL,itwascleartohimthatheonlyliked

flavoredJUULpods,includingmango.

225. Z.K.avoidstobaccoormentholflavoredJUULpods,findingthem

“digusting”.

226. Z.K.becameaddictedtoJUULin2017hasbeencaughtusingJUULat

schoolmultipletimesinthepastseveralyears.

227. Z.K.purchasesJUULonaregularbasisthroughotherpeoplewho

obtainitfromgasstations,online,orretailers.

228. Z.K.hasseenJUUL’spackagingandadvertisementsingasstationsand

onsocialmedia.Hedidseethe5%nicotinestrengthaswell.Noneoftheadshesaw,

includingspecificallytheonebelow,warnedZ.K.ofthetrueharmsandnatureof

JUUL:



46

229. PlaintiffKuglerdoesnotsleepanymorebecauseofZ.K.’scondition.

230. Z.K.hasbeencaughtusingJUULthreetimesinschool.Hehas

performedpoorlyinschoolduetohisaddiction,andhadtobeputinadrugrehab

programmandatedbytheschool.

231. Z.K.wasalsocaughtusingJUULinasummerschoolprogram,after

whichhewasplacedinanoutpatientrehabfacilitythatcostatleast$4,000and

therapythatcost$160persessionwithapproximately25visits.Z.K.continuedto

useJUULthroughtheprogramduetohisaddiction.

232. Z.K.’smoodhassignificantlychangedandhisnicotineaddictionhas

contributedtoanxietyanddepression.

233. Z.K.’saddictionhascontributedtonegativeimpactsonhisnegative

health,andconflictswithparentsandothers.

234. Z.K.wouldneverhaveusedJUULhaditnotbeenfortheflavors.

V. Kacie Ann Lagun (née Durham)

235. PlaintiffKacieAnnLagun(néeDurham)isaresidentofPennsylvania.

236. LagunisaU.S.Armyveteranandhealthsciencesstudent.

237. LagunpurchasedaJUULtohelpherquitsmokingandasahealthy

alternativetosmoking.



47

238. LagunsawJUULadvertisementswhenshewenttopurchase

cigarettes,whichledhertogototheJUULwebsiteformoreinformation.Theseads

includeddiscounts,andadvertisedtoswitchtoJUUL.Shealsosawpointofsale

displaysforJUUL,presentingavarietyofflavors,eachwithitsownbrightprimary

color.Samplesofsuchadsareshownbelow:



48

239. OnDefendant’swebsite,shesawtheJUULasasleek,portabledevice

withavarietyofappealingflavors,particularlymenthol.Thedeviceswere

advertisedusingbright,primarycolorsinadssuchastheonebelow:



49

240. LagundidnotknowatthetimeshepurchasedtheJUULthat

JUULpodsdelivermorenicotinethanaregularcigarette.

241. LagunisnowaddictedtoJUULpods.

242. HadLagunknownthatJUULpodsweremoreaddictivethancigarettes,

shewouldnothavepurchasedthem.

W. David Langan

243. PlaintiffDavidLanganisaresidentofMassachusetts.

244. Langan,whoisnow24yearsold,boughthisfirstJUULfromafriend.

Langanhadbeensmoking4-5yearsbeforehepurchasedhisfirstJUULandhad

unsuccessfullytriedtoquitafewtimes.Heparticularlywantedtoquitsmoking

becausehehadachildontheway,anddidnotwanttosmokearoundhispregnant

wifeorinfant.

245. Hefeltlikehehadalmostquitcigaretteswhenafriendintroduced

himtoJUULpodsinoraboutMarch2017.Shortlyafterwards,hepurchasedhis

JUUL.

246. LanganhadseenadsfromJUUL’s“Switch”campaignpriortohis



50

purchase.Healsoremembersseeingtheslogan“SmokingEvolved.”

247. LanganremembersJUULcomingoutofnowhere,andsuddenlybeing

everywhere,bothinsocialmediaads,gasstation/pointofsaleadsanddisplays,and

beingusedbyfriends,aswellasmanyhighschoolstudentsinhisneighborhood.He

remembersJUULadvertisingbeingsowidespreaditbecamepartofthe

subconsciousbackdropofhiseverydaylife.

248. AtthetimeofhisearlyJUULpurchases,Langanwasactiveon

InstagramandFacebook.HeviewedInstagram“Switch”clipswhereJUULusers

talkedabouttheirexperiencesswitchingtoJUUL.

249. Langan’sfirststorepurchaseofJUULpodswasapackoftheCoolMint

flavoredpods,whichwastriggeredbyaposteradvertisingtheCoolMintflavorat

hislocalgasstation.Langansawadvertisingmaterialsdescribingthefruityand

mentholflavorsofJUULpods,whichinfluencedhispurchase.LanganfavorsMenthol

JUULpods,andhasalsopurchasedMango-flavoredandCoolMintJUULpodsthat

wereadvertised.

250. LanganalsoreceivedadspromotingJUULfromhislocalsmokeshop,

intheformoftextmessages.

251. BasedonwhatLanganhadheardandseen,hewasunderthe

impressionthatJUULwashealthierthancigarettes.Hewasalsounderthe

impressionthatJUULpodswerenotonlynomoreaddictivethancigarettes,but

wereactuallyusefulasameansofweaninghimselffromnicotine.Hedidnotknow

thatJUULpodsactuallycontainedahigher,morepotentdoseofnicotinethan

cigarettes,orthatJUULusewouldaggravatehisnicotineaddiction.

252. Subsequently,hefoundthathisnicotineadditionincreased

significantly.WhenLanganlosthisfirstJUUL,hecouldnotgowithoutone,sohe

boughtareplacement.LanganalsofoundthatifhedidnothaveaworkingJUULon



51

him,hefeltcompelledtoaskforcigarettesfromsmokersaroundhim.HadLangan

knownthatthenicotinesaltsinJUULpodsweremorepotentandaddictivethan

traditionalcigarettes,hewouldnothavepurchasedJUULproducts.

253. IfLanganhadknownthetruthofJUULpods’nicotinecontentand

addictiveness,hewouldnothavepurchasedtheproducts.

X. Plaintiff Jonathan Mardis

254. PlaintiffJonathanMardisisatwenty-fouryearoldresidentof

Mississippi.

255. Plaintiff started using JUUL products in mid-2018. He learned about

JUUL from Facebook ads including those contained in JUUL’s marketing led plaintiff to

believe that using JUUL was healthier than smoking cigarettes.

256. Plaintiff purchased JUUL from Citco, a convenience store, for

approximately $17 for a pack. He did not see any warnings on the JUUL ads and posters

in the gas station, including the ads that said “JUUL was sold here” in gas stations in his

area.

257. Plaintiff also saw JUUL content on Snapchat and Facebook, including the

images presented at the page http://www.classlawdc.com/2019/01/25/juul-images-2/.

258. He used to smoke approximately 20 cigarettes every two days, and

smoked for 6.5 years before trying JUUL. Now Mardis is smoking a full JUUL pod per

day and still craving cigarettes.

259. He smokes approximately 1.5 JUULpods per day and starts consuming

these as soon as he wakes up.

260. On occasion Plaintiff gets bad headaches when he uses JUUL and other

consequences. He has spent a significant amount of money on JUUL and cannot kick his

addiction.

261. Plaintiff only purchased JUUL because he thought it would help him end



52

his addiction, but instead, his addiction has gotten worse. He would have never purchased

JUUL has he known the truth about the nature of its nicotine content, delivery, and the

harms that it poses.

Y. M.C. through his Parent and Natural Guardian Jeannine Manning

262. PlaintiffM.C.andhisParentandNaturalGuardianJeannineManning

(“Manning”)areresidentsofWalpole,Massachusetts.

263. WhenM.C.usedaJUULforthefirsttimein2016,attheageof14,he

wasnotasmokerandhadneverusedtobaccoproducts.

264. PriortohisfirstexperiencewithaJUUL,M.C.hadseenadvertisements

fromJUUL’s“Vaporized”campaign.OneoftheadsM.C.sawportrayedanattractive

youngwomanwithbleachedhair,elevatedboots,rippedjeans,adistresseddenim

jacketandaJUULdeviceinherhand.M.C.didnotseeanydisclosuresorwarnings

aboutnicotineoraddictionintheseadvertisements.

265. PriortousingaJUUL,M.C.hadalsoseenpoint-of-sale(“POS”)


M.C.didnotseeanywarningsordisclosuresinthesePOSmaterialsaboutthe

existenceoramountofnicotineinaJUULortherisksnicotineposed.Instead,he

sawpromotionsforJUUL’sfruit-anddessert-flavoredpods.Therepresentations

andomissionsinJUUL’sin-storepromotionsmateriallyimpactedM.C.’sassessment

oftheJUULhewouldlaterbeofferedbyafriendatschool.

266. Thoughhewasnotasmoker,whenM.C.’sclassmateofferedhimhis

firstpuffofaJUUL,M.C.accepteditbecausehethoughtitwouldbesafeand

harmless.

267. M.C.didnotknowthatJUULvaporcontainsnicotineandpresentsa

riskofaddiction.Tothisday,thoughheisaddictedtonicotine,M.C.thinksthat

JUULuseis“ok”and“safe.”



53

268. JUUL’suseoffood-basednames,food-basedadvertisingimages,and

food-basedflavorsplayedasubstantialcontributingfactortoM.C.’sdecisiontostart

usingandcontinueusingaJUUL.JUUL’sfood-basedpromotionsmisledM.C.about

thenatureofJUUL’sproductanddistortedtherisksJUULproductsposed.Butfor

JUUL'sflavoringsandflavor-basedpromotions,M.C.wouldnothaveusedaJUULor

wouldnothavecontinuedusingaJUUL.





promotionsreachedM.C.andM.C.’ssocialnetworkandwereintendedtopromote

theJUULbrandandproductstoyouth.ButforJUUL’ssocialmediaadvertising,M.C.

wouldnothavebeenexposedtoandwouldnothaveusedaJUUL.

270. M.C.andhisfriendsareactiveonInstagramandSnapchatandfollowa

numberofJUUL-promotingaccounts.Throughtheseaccounts,M.C.hasseen

contentthatencouragesteenageJUULusebydepictingteensusingJUUL,depicting

“cool”culturaliconsusingJUULandmakinglightofteendependenceonJUUL.M.C.

andhisfriendsnowpostvideosofthemselvesJUULingonSnapChatthataresimilar

tothevideosandimagestheyseeonInstagram.

271. M.C.andhisfriendspurchaseJUULproductsthroughclassmateswhen

theycannotpurchasethemthroughstoresoronline.ManningknowsthatM.C.has

atleastoncepurchasedJUULproductsonlineusingaVisagiftcardthathe

purchasedwithcash.ButManningdoesnotknowifM.C.boughtthemfromJUULor

fromaJUULreseller.Morerecently,M.C.admittedtohavingpurchasedaJUUL

deviceand20podsfromastrangerhemetonSnapchat.

272. Likemanyofhisfriendsandclassmates,M.C.supportshisJUUL



54

addictionbysellingJUULpodstoclassmatesatamarkup.

273. Todate,Manninghasconfiscatedatleast5JUULdevicesfromM.C.

Eachtimeshedoesso,M.C.becomesextremelyirritable,belligerentandverbally

abusiveduetonicotinewithdrawal.SincehestartedusingaJUUL,M.C.’shealthand

performanceinschoolhavesuffered,withM.C.beingmorewithdrawnandmoody

thanhewasbeforehebecameaddictedtonicotine.

274. MC’sphysicianhasnotbeenabletohelpMCbreakhisaddiction.MC

nowseesacounselorbecauseManningfoundthathewasvapingmarijuanaoil

throughhisJUULdevice.Todate,Manninghasspentinexcessof$1150on

interventionstoaddressM.C.’sJUULaddiction,butwithoutsuccess.

275. M.C.currentlyconsumesatleast1fruit-flavoredJUULpod(either

FruitMedleyorMango)perday.

Z. David Masessa

276. PlaintiffDavidMasessaisanadultcitizenofNewJerseyandresidesin

Chatham,NJ.

277. In2015,Mr.MasessabeganusingJUULproductsinanefforttocease

smokingcigarettesandweanhimselffromnicotineconsumption.Hehadbeen

smokingfromonehalfofapacktoapackofcigaretteseachday.Hebelievedthe

JUULpodswouldquenchhisdesirefornicotine,allowhimtostopsmokingand

usinge-cigarettes,andallowhimtoceaseconsumingallnicotineproducts

altogether.

278. PriortoconsumingJUULpods,Mr.Masessawasexposed to and did see

JUUL advertising, promotional and marketing materials in various online publications

(such as Wired, Verge and Engadget), which caused him to believe that JUUL products

would allow him to wean himself off of cigarettes and nicotine products. These materials

sometimes included the word “Vaporized” and always featured attractive, youthful-



55

looing models, including specifically the following:

279. Prior to consuming JUUL pods, he visited the JUUL website in June 2015,

where he saw claims and representations about the product. He relied on those claims

and representations when he then purchased the JUUL starter kit from the JUUL website.

Such claims include the following graph, implying that JUUL contains less nicotine than

cigarettes:

280. At around this time, Mr. Masessa also saw posts on JUUL’s Facebook

page, including the following ad:



56

281. After June 2015 when he purchased the JUUL started kit, he visited or

came across additional posts from JUUL’s facebook page, including a post that pictured a

JUUL crème brulee-flavored pod next to a real crème brulee with the words “this

JUULpod lets you indulge in dessert without the spoon”, and a post with the word

“SWITCH” in large letters across the face of the post along with the words “JUUL was

designed with smokers in mind. Have you made the switch?”

282. After June 2015, he also saw advertisements on social media for rooftop

JUUL parties in Brooklyn and Manhattan, which further enticed him to begin using and

to continue to use JUUL products. He saw the following ad and several others that were

similar:



57

283. He saw JUUL’s representation of “5% strength” on JUUL packaging and

believed that this meant the product contained 5% nicotine.

284. After June 2015, he also saw JUUL’s representation that one JUULpod is

equivalent to one pack of cigarettes and believed this to mean that one JUULpod has a

nicotine content equivalent to one pack of cigarettes.

285. He also saw JUUL’s representation that JUUL products were an

“alternative for adult smokers” and believed this to mean that JUUL products were a

smoking-cessation device that was a healthier alternative to cigarettes. Although he

ultimately reduced, but did not cease, his consumption of cigarettes, he became addicted

to JUULpods, which increased his anxiety and desire for nicotine. He experienced strong

withdrawal symptoms when he did not use JUUL.

286. He relied on these representations in deciding to use JUUL and in

continuing to use JUUL.

287. From the JUUL marketing materials and representations that he saw, he

did not know that the JUUL contained 59mg/mL nicotine (6%); that the JUUL could

deliver more nicotine per puff than a cigarette; or that the nicotine delivered by the JUUL

entered the bloodstream faster than a cigarette. He believed that the nicotine salts in the

JUUL broke down in the blood over a longer period of time than nicotine inhaled through

a cigarette, and that this was supposed to reduce his desire for nicotine.

288. He purchased JUUL products at convenience stores and local smoke shops

near where he lives. At those stores and in other locations, he saw JUUL advertisements

and in-store signs, promotional materials, sales and discount information, and poster-

sized enlargements of the product packaging. He saw several displays including the

following display, none of which warned him of the truth of JUUL’s nicotine content and

delivery:



58

289. He has tried all of the JUUL flavors. He had seen JUUL advertisements

touting all of the flavors it offered before trying those flavors, including advertisements

that pictured real fruit next to the corresponding JUUL flavor, such as ripe mangoes next

to a picture of the mango-flavored JUUL pod, crème brulee-flavored JUUL pods next to

a cup of coffee as if those pods were a sweet dessert, and sliced cucumber next to the

cucumber-flavored JUUL pod. His favorite flavor is Crème Brulee because it causes him

the least amount of irritation and inflammation of his throat and mouth.

290. Mr. Masessa on average consumed four to six JUUL pods every week.

291. Since starting to consume JUUL pods, Mr. Masessa became addicted to

the nicotine salts they contain. Indeed, JUULing was on his mind more than smoking

cigarettes was, and not having a JUUL nearby caused him anxiety. Rather than weaning

Mr. Masessa off of cigarettes and nicotine, the JUUL products delivered a high dose of

nicotine that resulted in an increased nicotine addiction, an increased consumption of

nicotine, and an increase in the number of JUUL products he consumed.

292. Mr. Masessa would not have purchased JUUL products had he known that

the nicotine salts in JUUL pods were highly addictive and more potent and addictive than

the traditional cigarettes from which he was attempting to wean himself.



59

AA. Ron Minas

293. RonMinas("Minas")isaresidentofLebanon,Connecticut.

294. PriortousingJUUL,Minassmokedabouttento20cigarettesdaily.

295. MinasfirstlearnedaboutJUULfromhisbrother.HelatersawJUUL

advertisementsonlineanddecidedtobuyaJUULdevice.HehopedthattheJUUL

wouldhelphimstopsmokingandbreakhisaddictiontonicotine.

296. Minasfirstpurchasedmango-flavoredJUULpods.Minaswouldnot

haveusedtobacco-ormenthol-flavoredJUUL.

297. BeforepurchasingJUUL,MinasvisitedJUUL’swebsiteandbegan

receivingpromotionalemailsfromJUUL.NeitherJUUL’swebsitenorJUUL’semails

disclosedthattheJUULeasilydeliversmorenicotineperpuffthanacigaretteorthat

theJUULdeliversnicotinetothebloodstreamfasterthanacigarette.

298. Minas'nicotineconsumptionhasincreasedsinceheswitchedtoJUUL.

MinasnowconsumesatleastoneJUULpodperday,sometimesmore.

299. MinasbelievesthatusingJUULhasonlyworsenedhisnicotine

addiction,ashecanconsumeJUULanywhere;theJUULdeviceisconstantlyinhis

hand.

300. NothingonJUUL’slabelingsuggestedtoMinasthatthenicotinelevels

ofaJUULwouldexceedthoseofacigarette.MinaswouldnothavepurchasedJUUL

productsifhehadknownthattheJUULdeliveredmorenicotinethancigarettesand

posedariskofworseninghisaddictiontonicotine.

301. Minas'sJUULusehasalsoimpactedhisfamily.Minasoncecaughthis

11-year-oldsoninhalinghismango-flavoredJUULpods.Luckily,Minaswasableto

stophissonbeforehebecameaddictedtonicotine,butthesituationcouldhave

turnedoutverydifferently.



60

302. MinassayshehastriedtostopusingJUUL,buthejustcannotkickhis

nicotineaddiction.Minashastriedtouseanicotinepatchandreceivedtreatmentat

theV.A.,asheisaveteran,buthecannotseemtoshakeit.

303. IfMinashadknownhowmuchnicotineJUULpodscontained,he

wouldneverhavestartedusingtheproductandexposedhimselftotheriskof

developingamoreseriousnicotineaddiction.

BB. L.B., and her mother and natural guardian Jill Nelson

304. L.B.andhermotherandnaturalguardianJillNelsonare,andatall

timesrelevantheretowereresidentsofSanDiego,SanDiegoCounty,California.

305. L.B.wasintroducedtoJUULproductsbyherfriendsatschoolwhen

shewasintheeighthgrade.TheJUULdevicebearsnowarninglabelsaboutnicotine

orcontent,andL.B.’sfriendsdidnotwarnofheroftherisksofJUULuse.HadL.B.

known,orunderstood,therisksthattheJUULposed,shewouldneverhaveusedit.

306. L.B.wouldnothavetriedaJUULbutforthefruitflavorsofferedtoher

byherfriends.ThefruitflavoredJUULproductherfriendsofferedherledL.B.to

believethattheproductwassafetouse.Shedidnotknowshewasingesting

nicotinefromanicotinedeliverysystemthatdeliveredasmuch—ormore—nicotine

thanacigarette.Sheknewnottosmokebutdidnotunderstandtherisksof

ingestingnicotinefromENDS.

307. Throughheruseofherfriends’JUULs,L.B.becameaddictedto

nicotineandeventuallypurchasedaJUULofherownfromanunknownsource.

308. L.B.hasreportedtoNelsonthatJUULuseiscommonatherhigh

school,whereolderstudentssellindividualpodstoyoungerstudentsforprofit.

309. L.B.toldNelsonthatthelocalgasstationsreadilysellJUULpodsto

minorsandthatoneyounggasstationemployeeeventradesJUULpodsforfastfood

thatchildrenbringhim.



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310. Onatleastoneoccasion,NelsonknowsofL.B.purchasingJUULpods

fromeBay.

311. InOctober2017,L.B.alsoobtainedadevicedirectlyfromJUUL

throughthecompany’swarrantydepartment.

312. L.B.alsoreceivedpromotionalemailsfromJUUL,startingnolater

thanOctober2017.

313. NelsonisunsurehowmuchL.B.usesherJUULbutsheconstantly

findstheorangeandgreencapsofmangoand“Cool”MintJUULpodsinL.B.’sroom.

NelsonhastalkedtoL.B.’sdoctorandothermedicalproviders.Noneofthemare

trained,orequipped,totreatadolescentswithsevereaddictionstonicotinecaused

byJUULproducts.

314. SincethefilingoftheFirstAmendedComplaint,L.B.hasbeensubject

todisciplinaryactionsatschoolfortruancyrelatingtoJUULusageandwasputina

court-orderedprogramcalledDiversionasaresult.

315. InOctober,NelsontookawayL.B.’ssmartphonefordisciplinary

reasons.Indoingso,shealsoremovedL.B.’saccesstohernetworkoffriendswho

arealsoaddictedtoJUUL.L.B.’sangerandpaniccausedhertofleethehouseand

L.B.wasapprehendedforerraticbehaviorinpublicbythepolice.

316. NelsonandL.B.’sfatherputL.B.inaone-month-longinpatient

treatmentprogram.

317. Thedayaftershereturnedfromtreatment,L.B.acquiredanother

JUUL.ShecontinuestoJUULdaily.

318. Becauseofherextendedabsencefromschool,L.B.isunableto

completeherfreshmanyearofhighschoolwithherclassmates.Shenowattendsan

alternativeschoolandisattemptingtosalvageheryear.



62

CC. S.G., a Minor, through her Parent and Natural Guardian Ashley Noble

319. S.G.andherparentandNaturalGuardianAshleyNobleareresidents

ofOceanSprings,Mississippi.

320. WhenS.G.beganusinge-cigarettesin2017,attheageof14,shewas

notasmoker.NordidsheunderstandtherisksofENDSoraddiction.

321. In2018,JUULingbecameverypopularatS.G.’shighschool.When

offeredafruit-flavoredJUUL,shefoundthatshelikedtheflavorandthefactthatit

gaveherafarstronger“buzz”thanherolderbrother’s1.8%nicotineENDSshehad

usedinthepast.

322. JUUL’suseofflavorsplayedasubstantialcontributingfactorinS.G.’s

decisiontotakeupandcontinueusingaJUUL.ButforJUUL'sdessert-andfruit-

basednicotineflavors,andJUUL’spromotionofthoseflavors,S.G.wouldnothave

usedaJUUL.

323. ThoughS.G.hadusedENDSinthepast,afterherfirstJUULexperience,

S.G.developedanuncontrollableaddictiontonicotine,consumingupto2JUULpods

adayineither“Cool”MintorMangoflavor.

324. BecauseS.G.hadusedENDSbeforeusingaJUUL,shereadand

understoodJUUL’slabelingstatementof“5%strength”tomean5%nicotineby

volume.S.G.didnotknowthatJUULcontainedatleast5.9%nicotine—more

thanthreetimesthepotencyofthesolutionshehadusedbefore—orthatJUUL’s

Mintpodshadbeenfoundtocontainupto9.4%nicotine.JUUL’smisleadinglabels

alsomadeitdifficultforS.G.tofindalternativeENDStoJUULorunderstandwhat

lowerpotencyproductsmightexist.

325. SincebecomingtakingupaJUUL,S.G.hasdevelopedbehavioral

problemslinkedtoheraddiction.

326. Noblehaspurchasedurinecotininescreens,nicotinepatches,



63

andnicotinegumaspartofhereffortstounderstandandassistS.G.withher

addiction.InadditiontotryingtohelpS.G.weanherselfoffofnicotine,Noblehas

soughtprofessionaltreatmenttonoavail.NoblerecentlytookawayS.G.’sJUUL.The

resultingnicotinewithdrawalpromptedS.G.tobeginsmokingcigarettes,whichshe

couldaccessmoreeasilythananewJUUL.

327. PriortousingaJUUL,S.G.hadseenpoint-of-sale(“POS”)promotional

materialsforJUULdevicesandproducts,includingsignsanddisplays.S.G.didnot

seeanywarningsordisclosuresaboutJUUL’snicotinelevelsortherisksaJUUL

posedonthosePOSmaterialsandinsteadsawpromotionsforJUUL’sfruit-and

dessert-flavoredpods.TherepresentationsandomissionsS.G.sawJUUL’sin-store

materiallyimpactedS.G.’sassessmentofthefruit-flavoredJUULshewouldbe

offeredbyafriendatschool.

328. SocialmediadrovethepopularityofJUULatS.G.’shighschool.Both

beforeandaftertakingupJUULuse,S.G.sawasignificantamountofJUUL-

promotionalcontentthatencouragedteenstotakeupJUULuse,promoteddrug-like

behaviorswithJUULproducts,distortedandomittedtherisksofJUULuse,and

omittedordownplayedthenatureandrisksofJUULuse.Thesepromotions

includingreachedS.G.andS.G.’ssocialnetwork,includingclassmates,leadingtoan

increaseinuptakeonJUULproductsandwidespreadmisperceptionsaboutthe

natureandrisksofJUULproducts.S.G.hasseenviralmediacontentthatnormalizes

theroleofJUULinteenlifeby,amongotherthings,portrayingteensusingJUUL,

portrayingteensdressedinJUUL-themedcostumes,depictingJUULasanelementof

a“highschoolstarterpack”andgivinghumoroustreatmenttoteendependenceon

JUULproducts.ButforJUUL’sviralmarketingactivity,S.G.wouldnothavebeen

exposedtoandwouldnothaveusedaJUUL.



64

329. S.G.isveryactiveonInstagramwhereshefollowedtheaccount

“@Doit4Juul”and“@JUULnation.”S.G.routinelysawpromotedimagesof

adolescentsherageusingJUULproductsandbelievedthatJUULingwasthecool

thingtodoandwouldhelpherfitinwithherpeers.

330. OnSnapChat,S.G.hasseencontentfromtheJUULinfluencers

DonnySmokesandSupremePatty.S.G.andherfriendsandclassmatesmimicthe

mannerismsandtechniquestheyobservecopyingthetricksandcontent.Ineffect,

theyareimitatingwithintheirsocialcirclestheactivitytheyseeon“DoIt4Juul,”and

similarsocialmediaaccounts.ThroughSnapChat,S.G.canalsoreadily

purchaseJUULpodsfromclassmatesorotherpeers.

331. S.G.currentlyconsumesatleastoneCrèmeBruleeJUULpodadayand

smokescigaretteswhenshecannotuseaJUUL.

DD. D.O. through her mother and natural guardian Atoyia Orders

332. D.O.andhismotherandnaturalguardianAtoyiaOrders(“Orders”)

areresidentsofLondon,Ohio.

333. D.O.beganusingJUULaroundJune2016,attheageof16.

334. WhenD.O.wasofferedaJUULbyafriendatschool,hehadnever

smokedorusedanyothertobaccoproduct;hedecidedtotryaJUULbecausethe



65

mintflavorsoundedappealing,hebelievedtheJUULposednoseriousrisks,and

JUULinghadgrownincreasinglycommonathisschool.D.O.hadseen

advertisementsforJUULonsocialmediaandwasled.tobelieveJUULdidnot

containanynicotine.

335. BeforeD.O.eventriedJUUL,healsoviewedpoint-of-sale(“POS”)



pods.D.O.didnotseeanywarningsordisclosuresinthesePOSmaterialsabout


JUUL’sin-storepromotionsmateriallyimpactedD.O.’sassessmentof,andeventual


336. D.O.toldOrdersthatsmokingJUULwas“smoothandeasy”andeased

hisanxiety.

337. Shortlyaftertryinghisfriend’sJUULatschool,D.O.purchasedaJUUL

“starterpack”fromalocalgasstationandconsumedalltheJUULpodscontained

therein.

338. D.O.nowconsumestwoorthreeJUULpodseachday.

339. D.O.attemptedtoquitusingJUUL.However,becausehewashighly

addictedtonicotine,D.O.turnedtocigarettes.Now,D.O.usesJUULandcigarettes.

340. OrderssaysD.O.’sJUULusehashadsignificantphysical,financial,and

socialeffectsonherson.D.O.hashisJUULinhand“24/7”andbecomesveryfidgety

andirritatedwhenhecannotuseJUUL.D.O.hasalsolostasignificantamountof

weightsincehestartedusingJUUL.

341. Financially,D.O.’sJUULuseconsumesalargeportionofhisbudget,as

hespendsasignificantamountofmoneyonJUULpodseachweek.D.O.nowworksto

feedhisnicotineaddiction,butbeforehestartedworking,hewouldstealmoney



66

fromhismotherinordertopurchaseJUULpods.

342. Socially,Orderssayshersonnowhangsoutwiththe“wrongcrowd,”

ashespendsmostofhistimewithfriendsthatalsouseJUULincessantly.

343. OrdersisconfidentthatD.O.wouldnothavestartedusingJUULifhe

hadknownthatJUULcontainednicotineandputhimataseriousriskofdeveloping

adebilitatingnicotineaddiction.

EE. Jack Roberts

344. PlaintiffJackRobertsisaresidentofKentucky.

345. BeforeRobertsusedaJUULforthefirstinNovember2017,attheage

of17,hehadseennumerousJUULdisplays,signsandpromotionsinlocalgas

stations.ThesematerialspromotedJUUL’sflavors,JUUL’sdiscountedStarterKits,

and“LimitedEdition”JUULflavorsanddevices.Robertsdoesnotrecallseeingany

disclosuresorwarningsonthosepromotionalmaterialsincludingdisclosuresor

warningsthattheJUULwasanage-restrictedproduct,coulddeliverlargerdosesof

nicotinethanacigarette,andwasatleastaspharmacokineticallypotentasa

cigarette.

346. WhenRobertswasofferedaJUULbyafriendatschool,hehadnever

smokedorusedanyothertobaccoproduct.HedecidedtotryaJUULbecausethe

CoolMintflavorsoundedappealing,hebelievedtheJUULposednoseriousrisks,

andJUULinghadgrownincreasinglycommonathisschool.Robertswouldnothave

usedatobaccoormenthol-flavoredJUULbecauseheassociatesbothofthoseflavors

withcigarettes,whichheknewtoavoid.

347. TheJUUL’snarcoticeffectofnicotineandthepeerreinforcement

accompanyingitledRobertstousehisfriend’sJUULrepeatedlyoverthecourseof

thenextfewweeks.Decidingthathewantedtotrydifferentflavors,Robertsbought

hisownJUUL“StarterKit”throughan18-year-oldclassmate.Robertsconsumedthe



67

FruitMedley,CrèmeBruleeand“Cool”MintpodsincludedintheStarterKitoverthe

courseofaweek.RobertsgaveawaytheTobaccopod.AfterfinishinghisStarterKit,

RobertsboughtaboxofMangoJUULpodsfromaclassmateandcontinued

purchasingMangopodsfromthatpointforward.

348. WhenRobertssentintheregistrationcardfortheJUULdeviceinhis

StarterKit,JUULbegansendingRobertspromotionalemails,includinganinvitation

tocombatfederaleffortstoregulateENDSflavorsbywritingtheFDAtoreporthow

JUUL’sflavorsplayedanimportantroleinRoberts’journeyasasmoker.Theemail

alsocontainedasurveyinvitingRobertstolistwhichJUULflavorshehadused.

349. RobertssawandreliedonJUULpromotionalmaterials,Instagram

account,website,andemailsheavilypromotingJUUL’sMango.ThoughRoberts

knewtheJUULcontainednicotine,JUUL’spromotionofitsflavorsledhimtobelieve

thatJUULuseposedminimalrisksandwasappropriateforhimtouse.

350. Robertsquicklydevelopedapod-a-daynicotineaddiction,whichcost

about$40aweektomaintain.Inanattempttosavemoney,Robertspurchased

bottlesofnicotinesalte-liquidfromalocalstore,whichheusedtorefill

emptyJUULpods.RelyingonJUUL’slabeling,Robertspurchasedbottlesof5%

nicotinesalte-liquidtorefillhisemptyJUULpods.BecauseJUULpodscontainatleast

5.9%nicotine,thethirdpartye-liquidsRobertspurchasedwerenotpotentenough

tosatisfyhisaddiction,leadingRobertstodiscardthebottleandpurchase

Defendant’spremium-pricedJUULpods.

351. Onceheturned18,Roberts,likemanyotherJUUL-addictedseniorsin

hishighschool,supportedhisaddictionbylegallypurchasingpackagesofJUULpods

atlocalgasstationsandresellingthepodstoyoungerstudentsatamarkup.Though

Robertsdeeplyregretsthisdecisionnow,hejustifieditatthetimeashim“helping

out”youngerclassmatesinthesamewaythatolderclassmateshad“helped”him



68

beforeheturned18.

352. Onsocialmedia,RobertssawasignificantamountofJUULpromotion

fromthirdparties,someofwhichincludeInstagramaccountsby:@Doit4JUUL,

@JUUL_break,@JUULwraps,@Juulzi.co,@DonnyK17,[email protected]

thepostsfromtheseaccountspromotedorincludedJUUL’snameandhashtagsthat

JUULpromoted,including#juul,#juulvapor,and#juulnation.OnSnapChatand

YouTube,RobertsfollowedorsawcontentfromDonnySmokes,includingtheJUUL

Challenge,andother“tricks”thatRobertsandhisfriendsmimicked.Allofthese

JUUL-relatedpromotionscreatedtheimpressionthatJUULwasmorepopularthan

itwas,JUULwasmadeforteenagers,andthatJUULusewasfor“cool”kids.

353. TheseJUUL-promotingaccountspromotednicotineabuse,

downplayedornormalizedaddictionrisks,encouragedJUULuseinschooland

providedguidanceonhowtoconcealaJUUL,createdtheimpressionthatJUULuse

wasmorecommonthanitwas,andthatJUULingwasthe“cool”thingtodo.These

accountsalsosoldJUULproductsdirectlythroughInstagramandpromoted

websitesthatsoldJUULproductswithinadequateageverificationprocedures,ifany

atall.Theseaccountsalsoencouragedviralcontentcreationbyencouraging

viewerstoposttheirownJUUL-relatedcontent,includingselfies,nicotineabuse

“tricks”likeinhalingtenJUULsatonce,memesnormalizingaddictionand

adolescentuseofJUULproducts,andimagerysuggestingthatJUULusemight

improveaperson’sdatingprospects.

354. Robertsdidnotknowthatmuchofthecontenthesawwasbeing

created,distributed,andpromotedbyJUULvendorswhoseaimwastopromote

JUULusetoadolescentsandprofitoffoftheiraddiction.HadRobertsknownthe

truth,hewouldhaverejectedofferstouseaJUULorwouldhaveattemptedtostop

usingaJUULfarsoonerthanhedid.



69

355. JUUL’sviralmarketingcampaignensnaredRoberts,whosharedhis

ownJUUL-themed“promposal”inthespringof2018.HadRobertsknownthathis

creationofJUUL-relatedcontentwastheresultofJUUL’seffortstoturnyoungJUUL

usersintounpaidyouthadvertisersforJUUL’sproducts,Robertswouldnothave

postedthecontentorwouldnothaveconsentedtobeingusedtopromoteJUULto

otheradolescents.

356. Inoraroundthesummerof2018,Robertsjoined“JUULTalk.”An

“exclusiveinsightscommunity”developedbyDefendant,JUULTalk’swelcomeemail

warnedthatanyinformationsharedbyJUULTalkwas“confidential(subjecttothe

non-disclosureagreement)andnottobesharedwithothers.”

357. Withindaysofjoining,RobertsreceivedhisfirstJUULTalksurvey



70

invitation,whichwaspurportedlydesignedtohelpJUUL“designactivitiesand

experiencesthatarerelevantandvaluabletoyou.”

358. OnNovember20,2018,afterJUULannouncedthatitwouldremove

flavoredJUULpodsfromgasstations,JUULTalksentRobertsthefirstofthree

separateemailshewouldreceive,urginghimtocompleteasurveydetailinghowthe

removalofMangoandotherflavoredJUULpodsfromgasstationswouldimpacthim.

359. HadRobertsknownthetruthaboutJUULoritsmarketingactivities,

hewouldnothavejoinedJUULTalkorsubmittedanyotherinformationabout

himselftoJUUL.

360. Nowafreshmanincollege,Robertsstillconsumesatleastone

JUULpodaday.HesleepswithhisJUULnexttohimonanightstandandbeginsusing

hisJUULassoonashewakesupeachmorning.Hehasbeenunabletoquitortaper

downtolesspotente-liquidsthantheJUUL.HeestimatesthathisJUULaddiction

hascosthimthousandsofdollarssince2017.

361. Robertsrecentlylearnedthathisyoungerbrother,whoisafreshman

atRoberts’formerhighschool,isnowusingaJUUL,too.

362. HadRobertsknowntherisksofusingaJUULorthatthesudden

popularityofJUULwasnotbecausetheJUULwas“cool”butbecauseJUULwasusing

deceptiveadvertisingtacticstolureteenagerstoitspowerfullyaddictiveproduct,

hewouldnothaveusedaJUUL.

FF. W.T. and A.R.T., both minors, through their parent and Natural Guardian

Tonya Rowan

363. PlaintiffsW.T.andA.R.T,andtheirmotherandNaturalGuardian

TonyaRowan(“Rowan”),areresidentsofRedWing,Minnesota.

364. W.T.usedaJUULforthefirsttimein2016attheageof13.A.R.Tused

aJUULforthefirsttimein2017attheageof16.



71

365. BeforeusingaJUUL,neitherW.T.norA.R.T.hadeversmokeda

cigaretteorusedothertobaccoproducts.

366. PriortotheirfirstJUULuse,bothW.T.andA.R.T.hadseenpoint-of-

sale(“POS”)promotionalmaterialsforJUULdevicesandproducts,includingsigns

anddisplays.ThesepromotionalmaterialsfeaturedimagesofJUUL’smulticolored

fruit-anddessert-flavoredpodsandoffersofdiscountsontheJUUL“StarterKit.”

NeitherW.T.norA.R.T.sawanywarningsordisclosuresinthesePOSmaterials

aboutJUUL’snicotinelevelsortheriskofaddictionJUULposed.The

representationsandomissionsinJUUL’sin-storepromotionsmateriallyimpacted

W.T.andA.R.T.’sassessmentof,andeventualdecisionstouse,JUULproducts. 

367. BothW.T.andA.R.T.hadtheirfirstJUULexperiencewhenoffereda

pufffromafriend’sJUULdevice.

368. BothW.T.andA.R.T.startedpurchasingtheirownJUULproducts

withinashorttimeaftertheirfirstJUULexperience.

369. AlthoughW.T.andA.R.T.arestillbelowtheminimumlegalagetobuy

tobaccoproducts,theyhavealwaysbeenabletobuyJUULproductsfromtheir

friendsandclassmates.

370. BothW.T.andA.R.T.becameaddictedtonicotinewithinashorttime

aftertheystartedJUULing.

371. Althoughtheyhadneversmokedbefore,bothW.T.andA.R.T.now

smokecigarettestosatisfytheirnicotineaddictionwhentheydonothaveaccessto

JUUL.

372. Rowanreportsthat,withoutnicotine,W.T.andA.R.T.become“crazy

andornery.”

373. W.T.currentlyconsumesoneJUULpodperdayandA.R.T.consumes

oneJUULpodevery2or3days.TheybothstartJUULingwithin5minutesofwaking



72

up.

GG. Amber Royce

374. AmberRoyce("Royce")isaresidentofLebanon,Connecticut.

375. RoycebeganusingJUULin2017afterseeingadvertisementsforJUUL

productsatgasstationsandhearingaboutJUULfromfriendsandfamily.Shefirst

triedJUULhercousin.

376. PriortousingJUUL,Roycewasadailycigarettesmoker.Shehoped

thattheJUULwouldhelpherstopsmokingandbreakheraddictiontonicotine.

377. Initially,RoycebelievedthatJUULdidnotcontainanynicotine.After

shestartedpurchasingJUULproducts,shereadonJUUL'slabelthatitwas“5%

strength,”butshedidnotunderstandthismeantJUULcontainedatleast59mg/mL

nicotine.RoycedidnotknowthatJUULwasengineeredtodelivernicotinetothe

bloodstreammorerapidlyandingreaterquantitiesthanacigarette.

378. RoycebeganpurchasingJUULproductsonlineandatlocalgasstations

andvapeshops.Shestartedconsumingatleast(1)JUULpodperday.

379. Roycebelievessheisnowevenmoreaddictedtonicotinethaninthe

pastwhenshewasonlysmokingcigarettes.SheusesJUULcontinuouslythroughout

thedayandnight,andtheJUULdeviceisconstantlyinherhand.Therehavebeen

occasionswhereRoycehasfallenasleepandlaterwokenupwithherJUULdevice,

stillgrippedinherhand.

380. RoycehastriedtoweanherselfoffJUULbyusinganicotinepatch,but

herattemptshavebeenunsuccessful.

381. IfRoycehadknownhowmuchnicotineJUULpodscontained,she

wouldneverhavestartedusingtheproductandexposedherselftotheriskof

developingamoreseriousnicotineaddiction.



73

HH. D.S., a minor, through his Parent and Natural Guardian Amber Selfridge

382. PlaintiffD.S.andhismotherandNaturalGuardianAmberSelfridge

 (“Selfridge”)areresidentsofButler,Pennsylvania.WhenD.S.usedaJUULforthe

firsttimein2018,attheageof16,hewasnotasmokerandhadnevertried

cigarettes.

383. PriortousingaJUULforthefirsttime,D.S.hadseennumerousJUUL

advertisementsonline.SomeoftheseJUULadvertisementsdepictedfashionably

dressedyoungpeoplestrikingplayfulposeswithJUULdevicesinhand.Otheronline

JUULadspromotedJUULpodflavors,encouragingD.S.to“startyourweekwithCool

MintJUULpods”orto“indulgeindessertwithoutthespoon”withCrèmeBrulee

JUULpods.NoneoftheadvertisementsD.S.sawdisclosedthenatureoraddiction

risksofJUUL’sproducts,theexistenceoramountofnicotineinJUUL’sproducts,or

thattheJUULwasengineeredtodelivernicotinetothebloodstreammorerapidly

andingreaterquantitiesthanacigarette.

384. PriortousingaJUUL,D.S.hadalsoseenpoint-of-sale(“POS”)


D.S.didnotseeanywarningsordisclosuresaboutJUUL’snicotinelevelsortherisks

aJUULposedonthosePOSmaterialsandinsteadsawpromotionsforJUUL’sfruit-

anddessert-flavoredpods.TherepresentationsandomissionsinJUUL’sPOS

promotionsmateriallyimpactedS.G.’sassessmentofthefruit-flavoredJUULhe

wouldlaterbeoffered.

385. WhenofferedaJUULbyafriend,D.S.acceptedbecausehewas

interestedintryingthefruitflavors.JUUL’suseoffood-basedflavors,food-based

flavornamesandfood-basedadvertisingimageswasasubstantialcontributing

factorinS.C’sdecisiontouseandcontinueusingaJUUL.JUUL’sfood-based

promotionsmisledD.S.aboutthenatureofJUUL’sproductanddistortedtherisks



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JUULproductsposed.WereitnotforJUUL'sflavoringsandflavor-basedpromotions,

D.S.wouldnothaveusedaJUULorwouldnothavecontinuedusingaJUUL.

386. D.S.likedthesweetflavorofthefirstJUULproductheusedandhe

continuedtotakepuffsofhisfriends’JUULsuntilhepurchasedhisown.

387. AfterpurchasinghisownJUULdevice,D.S.’sJUULconsumption

increasedsorapidlythathesoonfoundhimselfgoingthrough4JUULpodsaday.

388. Reasoningthathewouldnotbeabletosmoketheequivalentof4

JUULpodsadayincombustibletobaccoproducts,D.S.triedtoswitchfromJUULto

cigarettes.





promotionsreachedD.S.andD.S.’ssocialnetwork,includingclassmates,leadingto


natureandrisksofJUULproducts.ButforJUUL’ssocialmediaadvertising,D.S.

wouldnothavebeenexposedtoandwouldnothaveusedaJUUL.

390. D.S.andhisfriendsfollowedmanyofthepopularJUULaccountson

Instagram.AmongthepostsD.S.sawwerethosethatencouraged,amongother

things,consumingmassivequantitiesofJUULvapor,usingmultipleJUULdevicesat

thesametimeandusingJUULinconjunctionwithcombustiblecigarettes.

391. D.S.haspostedsocialmediacontentaboutJUUL,mimickingtheJUUL-

relatedcontenthehasseenonotheraccounts.

392. D.S.stillconsumesmorethan1JUULpodaday,inadditiontoatleast

halfapackofcigarettes.HetakeshisfirstpuffofJUULwithin5minutesofwaking

up.HisfavoriteJUULpodflavorisCucumber..



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II. Laura Staller

393. Plaintiff Laura Staller lives in Germantown, Wisconsin.

394. Plaintiff began using JUUL in September of 2017 as an alterative to

smoking, and saw marketing that led her to believe it was a better alternative and that it

would be one way to quit smoking altogether. Around that time and before she started she

saw the following in-store display, among others:

395. Plaintiff Staller believed there would be less nicotine in JUUL than in

cigarettes, because she thought the “5% strength” on the label indicated that the amount

of nicotine content of JUUL pods was significantly less than a pack of cigarettes.

396. Before she started, she saw in-store displays and advertisements that

indicated the strength but failed to include any warning, including this display:



76

397. Plaintiff also heard ads about JUUL on the radio station 97.3FM and saw

ads on gas stations, none of which warned her of JUUL’s dangerous levels of nicotine or

potential harms it could cause.

398. Plaintiff went on JUUL’s website when she first started looking into it.

The website indicated that it was a better alternative to smoking and would help her quit

smoking.

399. Plaintiff uses one and one half JUULpods a day which is equivalent to

more than a pack and a half of cigarettes a day. When she was using cigarettes, she was

using less than a pack a day. So she is now consuming much more nicotine because of

JUUL.

400. Plaintiff has had unusual fainting spells since using JUUL and has noticed

that her ability to take deep breaths and her endurance has decreased since using JUUL.

She has had to wear a heart monitor for 48 hours. The only thing in her lifestyle that has

changed has been her use of JUUL.

401. Plaintiff’s use of JUUL seems to be affecting her respiratory health worse

than when she was smoking.

402. Plaintiff uses the mango JUULpods, which feel easier to breathe in than a

cigarette. She started with Tobacco flavor and didn’t like it.



77

403. Laura has not been able to quit and it has been over one and a half years.

She was hoping to quit in 2018, but she is addicted.

404. Plaintiff was led to believe JUUL would help her quit her nicotine

addiction, instead of becoming more addicted to another product.

405. Laura saw advertising from JUULs online, which never warned of how

addictive it was. Not on the website, or anywhere else.

406. Laura would never have purchased JUUL if she had known the true nature

of nicotine content and delivery.

JJ. Anthony Smith

407. AnthonySmithobtainedhisfirstJUULe-cigaretteandJUULpodsinan

efforttocurtailhisnicotineaddictionandquitsmoking.

408. Inearly2015,Smithwas17andhebeganseeingJUULadvertisedvia

TwitterandInstagram.Inparticular,heremembersseeingAdvertisement65of

AppendixConTwitter.Herecallsthatmanyoftheadshadimagesofyoung

people—youngenoughtobeinhighschool—whooftenlookedlikehisfriends,and

theyappearedtobehavingfun,vapingandenjoyingahip,coolactivity.

409. SmithalsorecallsseeinganadhighlysimilartoAdvertisement66

(youngwomanpromotingswitchtoJUUL)ofAppendixConInstagram.In

particular,herecallsayoung,blondwomanthatremindedhimofagoodfriendof

his,exceptthattheadherecallsseeingdidnotincludeadisclaimeraboutthe

nicotinecontent.ItwasSmith’stypicalhabittoscrollthroughimagesonInstagram

quickly,andherarelypausedtoopenpoststoreadanycontent,thushadanysuch

disclaimerbeenthere,hewouldnothaveseenit.Becauseofthemodel’ssimilarity

tohisgoodfriend,thatadinparticularpiquedhiscuriosityaboutJUUL.Healso

begannoticingJUUL’sadsfortheirflavoredpods,whichalsomadehiminterested.

Ingeneral,theadstoutedJUULproductsasasafe,healthyalternativetosmoking,



78

whichSmithbelievedmeantitwasdeliveringlessnicotine.

410. Shortlyafterviewingtheadvertisementwiththeblondwoman,Smith

visitedaCircleK.HesawalargeadvertisementthereforaJUULstarterpack,which

includedthedeviceandfourdifferentflavoredpods.Theadvertisementwassimilar

toAdvertisement67ofAppendixC(posterusingdiscounttopromoteJUULstarter

kit).However,hedidnotseeanywarningthattheproductcontainednicotine,or

thatonepodcontainedmorenicotinethanapackofcigarettes.Hereasonedthata

starterpackwouldallowhimtotryseveralflavorsforalowerprice,sohedecided

totryit.Thestarterpackwaspurchasedforapproximately$29.

411. Smithbeganusingtheproduct,noticedthathewouldgetaquick

nicotinebuzzthatwasmoreintensethancigarettes,butheattributedthattothe

factthatitwasavaporinsteadofasmoke.RatherthanweaningAnthonySmithoff

ofnicotine,theintensedosageofnicotinedeliveredbytheJUULproductsresultedin

anincreasednicotineaddiction,andanincreasedconsumptionofnicotineandJUUL

products,uppinghisconsumptionofoneJUULpodperday.Thefactthatthemint

flavoroftheJUULpodsispleasanthasalsoplayedaroleinhiscontinueduseofJUUL

products.

412. Attheageof18,AnthonySmithswitchedtouseexclusivelyof

JUULpodsasasourceofnicotine.Untilapproximatelythespringof2018,Anthony

SmithhadconsumedJUULpodsonadailybasisforoverthreeyears,andfounditfar

moreaddictivethantraditionalcigarettes,tothepointwherehespentseveralyears

unabletomakeitthroughadaywithoutJUULing.Attimes,hewouldtrytoquit,but

founditdifficultduetothefactthattheadvertisingwascontinuallybeingdelivered

tohimviasocialmedia.Atonepoint,hedidquit,andthenhesawanadforanew

mangoflavoredpod,seeAppendixC,Advertisement68,whichcausedhimto

purchasemorepodsandbeginusingJUULagain.



79

413. IfAnthonySmithhadknownthattheJUULpodscontainedanicotine

saltthatdeliveredamorepotentdoseofnicotinethanatraditionalcigarette,he

wouldnothavepurchasedtheJUULproduct.

KK. Corey Smith

414. CoreySmithis18yearsold,andstartedconsumingJUULpodswhen

hewas17.CoreySmithsawJUULadvertisementspriortohispurchase,especially

onsocialmediasuchInstagram,wherehesawadspostedbyJUUL.Coreyfoundthe

JUULproductsappealingbasedonthoseadvertisements,whichdidnotconveythe

factthatnicotinesaltsdeliveraneffectivedoseofnicotinehigherthanatraditional

cigarette.CoreySmithalsofoundtheUSB-driveshapeoftheJUULappealingbased

onitssleekdesign.CoreySmithwasalsoattractedbythefruit-likeflavorsandthe

CoolMintflavorinparticular.CoreySmithisnowaddictedtoJUULpods,and

consumesapackofJUULpodsperweek.

415. IfCoreySmithhadknownthatJUUL’suseofnicotinesaltsdeliveran

effectivedoseofnicotinehigherthanatraditionalcigarette,hewouldnothave

purchaseJUULproducts.

LL. T.B.T. through his parent and Natural Guardian Marlene Thomseth-Belcher

416. PlaintiffT.B.T.andhisparentandNaturalGuardian

MarleneThomseth-Belcher (“Thomseth-Belcher”)resideinMinneapolis,

Minnesota.

417. PriortousingaJUULforthefirsttimein2017,attheageof15,T.B.T.

hadseenJUULsignsanddisplaysinlocalstorespromotingJUULflavorsandoffering

discountsonJUUL“StarterKits.”HehadalsoseenonlineJUULadvertisements

promotingJUULflavors.NoneofthisJUULmessagingdisclosedthatJUULproducts

containatleast59mg/mLofnicotineanddelivernicotinetothebloodstreammore

effectivelythancigarettes.



80

418. InthetimeleadinguptohisfirstJUULexperience,T.B.T.saw

increasingamountsofJUUL-relatedcontentonthesocialmediaplatforms

InstagramandSnapchat.Thiscontent,whichoftenfeaturedyoungpeople

performing“tricks”withexhaledJUULvapor,ledT.B.T.tobelievethatusingJUUL

wasa“cool”activitythatwouldimprovehissocialstatus.

419. WhenoneofT.B.T.’sfriendsofferedhimaJUUL,heaccepted.He

enjoyedthe“buzzed”feelinghereceivedfromtheJUUL’spowerfulnicotinehit.He

doesnotrecallwhichflavorhetriedfirst,butheknowsitwasnottobacco.T.B.T.

wouldnothavetriedJUULifitwereonlyavailableintobaccoflavor.

420. ShortlyafterhestartedusingJUUL,T.B.T.beganexperimentingwith

marijuana.Hecontinuedtousemarijuanauntillate2018.

421. Now17,T.B.T.acknowledgesthatheisaddictedtonicotine.  

422. DespitebeingbelowtheminimumlegalagetopurchaseJUUL

products,T.B.T.isabletobuyJUULproductsfromlocalstores.AlthoughThomseth-

Belcherhasasked,T.B.T.refusestodisclosewhichstoressellhimJUULproducts.

423. T.B.T.getsmoneytopayforJUULproductsbysellingitemsforcash.

HealsoresellsJUULproductstofinancehisownhabit.

424. T.B.T.has,fromtimetotime,refilledhisJUULpodswithe-liquidfrom

othermanufacturers.However,mostcommerciale-liquidcontainsfarlessnicotine

thanthee-liquidinJUULpodsandthusfailstosatisfyT.B.T.’snicotineaddiction.

Therefore,T.B.T.continuestouseJUULpodswiththeiroriginalJUUL-manufactured

e-liquid.

425. TheonlinesocialmediacontentthatT.B.T.hasseen,andcontinuesto

see,onlinenormalizesteenJUULuseby,forexample,presentingtheJUULdevice

alongsideearbuds,cellphonesandothercommonitemsthatcomprisea“highschool

starterpack.”



81

426. T.B.T.’sspent5monthsinanoutpatientaddictionprogramthatcost

severalthousanddollars.TheprogramprovedineffectiveandT.B.T.isstilladdicted

tonicotine.

427. T.B.T.currentlyconsumesmorethan1JUULpodperday.Hestarts

JUULingwithin5minutesofwakingup.

428. Thomseth-BelcherhasaskedT.B.T.tomoveoutofthefamilyhomeso

hisJUULandmarijuanausewillnotprovideabadexampleforhisyoungersibling.

MM. Michael Viscomi

429. Plaintiff Michael Viscomi is a citizen of Pennsylvania and resides in

Bethlehem, PA.

430. In 2014, Mr. Viscomi smoked a pack of cigarettes each day, which he

started to reduce to a few cigarettes each day. Prior to March, 2018, he had reduced his

cigarette consumption down to several cigarettes per day through the use of alternative

products, such as nicotine gum, chewing tobacco and non-JUUL vaping products.

431. On March 1, 2018, Mr. Viscomi switched from smoking cigarettes to

consuming JUUL pods in an attempt to quit smoking cigarettes completely and wean

himself off of his nicotine addiction. At that time, Mr. Viscomi believed that one JUUL

pod would supply him with the same quantity of nicotine as one pack of cigarettes.

432. Prior to consuming JUUL pods, Mr. Viscomi was exposed to and did see

JUUL advertising, promotional and marketing materials, particularly in the form of

JUUL Instagram posts featuring young, attractive people using the product. He

specifically followed @SupremePatty on Instagram. He also visited the JUUL website

and thereafter regularly and consistently received JUUL emails. Specifically, he saw the

following image asking him to “Find [His] Favorite Flavor” and others similar ads:



82

433. Some of these social media posts show abuse of JUUL and encourage

youth to smoke JUUL, or multiple JUULs at once, including these post that Mr. Viscomi

saw during the class period:

434. Prior to consuming JUUL pods, Mr. Viscomi was not aware of the actual

amount or potency of nicotine that JUUL products would deliver into his body or that the

product was developed to maximize the effects on him of the nicotine it contained. He

did see JUUL’s representation of “5% strength” on its packaging and thought that meant

5% nicotine content. He also saw JUUL’s statement that a JUULpod is equivalent to a

pack of cigarettes and understood that to mean “equivalent nicotine content.” He also saw

JUUL’s representation that “1 JUULPOD = 1 pack of cigarettes” and “alternative for

adult smokers” and believed those to mean that JUUL is a less addictive alternative to

cigarettes.

435. After March 1, 2018, Mr. Viscomi continued to be exposed to and saw



83

JUUL advertising, promotional and marketing materials in the form of JUUL Instagram

posts and radio advertisements.

436. Since that time, Mr. Viscomi began consuming JUUL consistently and

constantly at a rate of at least one JUUL pod each day, or taken approximately 200 hits

from his JUUL device each day. He has consumed every flavor JUUL offers, including

purchasing and consuming a JUUL starter kit, which contains all of the flavors offered.

437. Based on the JUUL marketing, advertisting and promotional mateirals to

which he was exposed, Mr. Viscomi was not aware that JUUL could deliver more

nicotine per puff than a cigarette, or that the nicotine delivered by the JUUL entered the

bloodstream faster than a cigarette

438. In fact, the JUUL marketing Mr. Viscomi saw contained no warnings,

either on JUUL’s website, in-store displays, or on the packaging itself, including the

following ads which Mr. Viscomi saw during the class period, among many others:

439. Since starting to consume JUUL pods, Mr. Viscomi has become addicted

to the cool mint JUULpods and the nicotine salts they contain, an addiction he considers

worse than his previous addiction to cigarettes. Indeed, JUULing (the commonly used

phrase among users of JUUL products to mean the use of JUUL products) is on his mind

more than smoking cigarettes was. Rather than weaning Mr. Viscomi off of cigarettes



84

and nicotine, the JUUL products delivered a high dose of nicotine that resulted in an

increased nicotine addiction, an increased consumption of nicotine, and an increase in the

number of JUUL products he consumed.

440. Mr. Viscomi purchases his JUUL products at gas stations, Wawa and

Sheetz at an approximate price of $23 per pack of four pods.

441. Mr. Viscomi would not have purchased JUUL products had he known that

the nicotine salts in JUUL pods were highly addictive and more potent and addictive than

the traditional cigarettes from which he was attempting to wean himself.

NN. O.V. through her parent and natural guardian Tanya Viti

442. O.V. and her mother Tanya Viti (“Viti”) are residents of Dedham,

Massachusetts.

443. O.V. first started using JUUL at the age of twelve, while in sixth grade.

D.C. actively uses Instagram, Snapchat, and YouTube where she is exposed to JUUL-

related content from other adolescents and from JUUL-related accounts.

444. On Instagram, O.V. saw a significant amount of JUUL promotional

content from third parties, including the Instagram accounts @Doit4JUUL and

@SupremePatty. On YouTube and SnapChat, O.V. saw numerous JUUL-themed videos

from EonSmoke and Supreme Patty. This content was overtly youth-oriented

and encouraged JUUL use, depicting JUULing as the “cool” thing to do. O.V. did not

know that much of the content she saw was being created, distributed,

and promoted by JUUL vendors or paid influencers whose aim was to promote JUUL

use to adolescents and profit from their addiction.

445. Before O.V. even tried JUUL, she also viewed point-of-sale (“POS”)

promotional materials for JUUL devices and products, including signs and displays.

These promotional materials featured images of JUUL’s multicolored, flavored pods.

O.V. did not see any warnings or disclosures in these POS materials about JUUL’s



85

nicotine levels or the risks JUUL posed. The representations and omissions in JUUL’s in-

store promotions materially impacted O.V.’s assessment of, and eventual decision to use,

JUUL products.

446. After discovering JUUL on social media and in stores, O.V. sought out

friends in neighboring towns that were already using JUUL. When O.V. started using

JUUL, she had no idea the product contained nicotine. When Viti confronted her

daughter about her JUUL use, O.V. told her mother JUULpods were “flavored juice,”

which is what she was led to believe based on the advertisements she had viewed. Even

after Viti informed her daughter that JUUL contained nicotine, O.V. chose to follow her

perception of JUUL, cultivated from an overload of advertisements, versus the advice of

her mother.

447. After trying JUUL with friends, O.V. quickly became addicted to nicotine

and started using JUUL regularly. Once O.V. entered seventh grade, JUUL use had

become rampant in her school. O.V. told her mother that kids in her school would hide

JUUL devices in their shoes and try to use them while in class; it was considered “cool”

to be able to smoke JUUL in class and get away with it. According to O.V., there are very

few students in her school that do not use JUUL.

448. O.V. and her friends regularly posted photographs of themselves with

JUUL on social media. In October 2018, O.V. was suspended from school after her and a

friend posted an image of themselves “JUULing” in the bathroom on social media.

449. O.V. has admitted to her mother that she is addicted to nicotine. Recently,

Viti found a jar of nicotine in O.V.’s bedroom.

450. O.V. has suffered academically due to her JUUL use. In addition to her

suspension from school, O.V. went from being an “A-student" to receiving all “F”s.

451. O.V. has also experienced severe physical, financial, psychological, and

social repercussions from her JUUL use and severe nicotine addiction.



86

452. Physically, O.V. now experiences acute headaches and stomachaches and

becomes visibly irritated and fidgety when she cannot consume nicotine.

453. Financially, O.V.’s JUUL use has had a significant impact on her parents.

O.V. has stolen large quantities of money from her parents to purchase JUUL products.

454. VitihasconfiscatednumerousJUULdevicesandJUULpodsfromO.V.

Unfortunately,noneofhereffortshavebeensuccessful.O.V.hastoldherparents

thatshewilljustuseafriend’sJUULdeviceassoonasshegetstoschool.

OO. S.W. through his parent and natural guardian Joe Weibel

455. S.W.andhisfatherandnaturalguardianJoeWeibel(“Weibel”)are

residentsofChadwicks,NewYork.

456. BeforeS.W.eventriedJUUL,healsoviewedpoint-of-sale(“POS”)



pods.S.W.didnotseeanywarningsordisclosuresinthesePOSmaterialsabout


JUUL’sin-storepromotionsmateriallyimpactedS.W.’sassessmentof,andeventual


457. S.W.didnotunderstandtherisksofnicotinewhenheusedaJUULfor

thefirsttime,ortheeffectsitcouldhaveonhim.JUULuseisrampantinS.W.’stown

andhighschool.S.W.hastoldWeibelthathisbasketballteamevenusesJUULinthe

lockerroom,whichhiscoachescannotdetectbecauseJUULproductsreleaseno

odororvisiblesmoke.

458. OlderstudentsatS.W.’shighschoolsellindividualpodstoyounger

studentsforprofit.S.W.’soldersisterhasevenencouragedS.W.tostartselling

JUULpods.

459. EventhoughWeibelhasforbiddenS.W.fromusingJUULproducts,



87

WeibelbelieveshecontinuestosneakJUUL.Weibel’s19-year-olddaughterisalso

highlyaddictedtoJUUL;WeibelbelieveshisdaughterpurchasesJUULpodsfrom

localgasstationsandsharesthemwithS.W.Weibelbelieveshischildrenspenda

significantamountofmoneyonJUULproductseachweek.

460. WhenS.W.startedusingJUUL,hebelievedthatJUULproductswere

safeandnon-addictive.

461. S.W.wouldnothavestartedusingJUULifheknewitcontained

nicotine.Additionally,S.W.wouldnothaveusedatobaccoormenthol-flavoredJUUL

becauseheassociatesbothofthoseflavorswithcigarettes,whichheknewtoavoid.

462. WeibelisconfidentthathadS.W.orhis19-year-olddaughterknown

therisksthattheJUULposed,theywouldneverhaveusedit.

PP. J.Y., a Minor, through his Parent and Natural Guardian Barbara Yanucci

463. Plaintiff Barbara Yanucci is the mother of J.Y., a minor who is a citizen of

Florida, residing in Port St. Lucie.

464. J.Y. is presently 16 years old and began using JUUL pods at the age of 15

because he thought it was fun.

465. Prior to using a JUUL, J.Y. had also seen point-of-sale (“POS”)

promotional materials for JUUL devices and products, including signs and displays. J.Y.

did not see any warnings or disclosures in these POS materials about the existence or

amount of nicotine in a JUUL or the risks nicotine posed. Instead, he saw promotions for

JUUL’s fruit- and dessert-flavored pods. The representations and omissions in JUUL’s

in-store promotions materially impacted J.Y. assessment of the JUUL he would later try.

Specific representations J.Y. saw are available at

http://www.classlawdc.com/2019/01/25/juul-images-2/.

466. When he first tried a JUUL, J.Y., as a minor, could not appreciate the

dangers posed by the nicotine and other chemicals contained in the JUUL, and was not



88

aware how much nicotine a JUUL contained or that the JUUL had specifically been

developed to maximize the addictive effects of the nicotine it contained and to put

extremely high doses of nicotine into the bloodstream.

467. J.Y. states that many of his friends in high school were consuming JUUL

products at the time he began using JUUL and continue to do so. JUUL products were

and still are popular, ubiquitous and easy to obtain.

468. J.Y., a minor, has himself purchased JUUL products at a Wawa

convenience store.

469. J.Y. now considers himself addicted to JUUL pods and has consumed

JUUL pods up to 12 times per day. His favorite flavor is mint. His craving for nicotine

has increased while using the JUUL pods, and he now uses vaping devices that deliver

even more nicotine than JUUL.

470. J.Y. is not aware of any label on JUUL packaging indicating that the

product contains nicotine or warning of the dangers of the nicotine because he does not

read the packaging.

471. J.Y. initially concealed his use of JUUL from his mother and Natural

Guardian Barbara Yannucci, who, after learning that JUUL products contain nicotine and

appreciating the dangers of nicotine, has done and continues to do everything in her

power to get her son to quit using JUUL products. She has not been successful to date.


appendix a – individual plaintiff allegations · 2020. 3. 3. · d. b.c., a minor, through his...

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