Attorney General Letitia James has filed a lawsuit against 13 major e-cigarette manufacturers, distributors, and retailers, accusing them of fueling the youth vaping epidemic by illegally marketing and selling flavored disposable vapes to minors. The lawsuit seeks hundreds of millions of dollars in damages, penalties, and the creation of a vaping abatement fund to combat the public health crisis.
The companies named in the lawsuit—including Puff Bar, Elf Bar, Geek Bar, and Breeze—allegedly used deceptive marketing tactics to attract young consumers, despite knowing the health risks associated with vaping. The Office of the Attorney General (OAG) investigation found that the companies illegally shipped products to New York, violated state health regulations, and misled customers about the safety and legality of their products.
“The vaping industry is taking a page out of Big Tobacco’s playbook: they’re making nicotine seem cool, getting kids hooked, and creating a massive public health crisis in the process,” James said. “For too long, these companies have disregarded our laws in order to profit off of our young people, but we will not risk the health and safety of our kids.”
The lawsuit alleges that the companies intentionally targeted youth through bright packaging, candy and fruit flavors, and aggressive social media marketing. Some products featured flavors like “Blue Razz Slushy,” “Cotton Candy,” and “Fruity Pebbles,” designed to appeal to children. The companies also placed vape products near schools, used celebrity endorsements, and promoted dangerous vaping trends online.
Despite a 2020 New York law banning flavored vapes, the lawsuit claims these companies continued selling them while misleading customers about their legality. None of the companies have received U.S. Food and Drug Administration (FDA) authorization for their flavored vapes, making their sales illegal under federal law.
The lawsuit seeks to impose a permanent ban on flavored vape sales in New York, force companies to issue corrective statements about vaping’s dangers, and recover all revenue earned from illegal sales. It builds on previous actions by Attorney General James, including a $462 million settlement with Juul in 2023 and legal action against retailers selling vapes to minors.
Health experts and anti-vaping advocates have praised the lawsuit, emphasizing the risks of youth vaping, including nicotine addiction, lung damage, and long-term cognitive impairment.
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