According to foreign media reports, North Carolina received a $40 million fine in its settlement with Juul Labs. Juul Labs, an e-cigarette brand, has come under fire for marketing to teenagers and young people. A statement issued by the North Carolina Attorney General Josh Stein's office stated that in addition to paying a fine to North Carolina, Juul must also "substantially change the way it operates." In the settlement agreement, Juul denied improper conduct and responsibility.

According to the New York Times, although North Carolina was the first state to reach a settlement with Juul, 13 states have filed lawsuits against the company. The statements of these states are mainly that Juul’s advertisements target young people and misrepresent the dangers of its products.

Although Juul claims that its products are not geared towards young people, this phone is becoming more and more popular among young people, partly because it does not smoke and has a variety of flavors, and it may also have a certain aesthetic appeal. Juul had previously faced lawsuits for advertising targeted at children on Nickelodeon and Cartoon Network.

Juul and other e-cigarette pen devices were initially sold to former smokers to help them quit cigarettes and tobacco products. However, the use of Juul is not concentrated among adults with smoking habit. According to a 2020 Truth Initiative study published in JAMA Pediatrics, the proportion of young people (15 to 34 years old) using Juul more than doubled between 2018 and 2019. The North Carolina lawsuit also cited research from the Truth Initiative, which showed that teenagers aged 15 to 17 are 16 times more likely to become Juul users than those aged 25 to 34.

The nicotine-containing ingredients found in Juul and other e-cigarette brands have also caused many health problems, including lung problems, epilepsy, dental damage, and psychological complications.

As part of the settlement agreement, Juul will no longer be able to advertise near schools or through social media, internet celebrities or sponsored events and concerts, and the company cannot mention the health effects compared to cigarettes in its promotion. Juul must also perform age verification on all online sales, including through third-party sales partners and ensuring that products are sold behind the store counter.

In addition, the company must maintain a "secret shopper" program and cannot introduce new flavors or nicotine levels without authorization from the U.S. Food and Drug Administration (FDA).

Stein said in the statement: "This victory will greatly help prevent Juul products from entering the hands of children, preventing their chemical vapors from entering their lungs, preventing their nicotine poisoning and making their brains addictive."

A Juul spokesperson said in an email statement sent to CNET: "We have been working hard to reset the company and its relationship with stakeholders. This settlement plan is consistent with our efforts, because We will continue to combat underage smoking and provide opportunities to reduce the harm of adult smokers."

It is reported that Juul will need to pay $40 million to North Carolina in the next six years. The funds will be used to research e-cigarettes and projects that help people quit smoking and prevent e-cigarette addiction.

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