Maura Healey, Massachusetts Attorney General recently announced that EonsmokeLLC had been sued by the state. Eonsmoke, as you may have known, is a national retailer of not only e-cigarettes but also other vaping products known as JUUL compatible. It is alleged in the lawsuit that this particular company targeted minors for its merchandise sale and this action goes against the consumer protection laws of the state. Also, it must not be forgotten that just recently, the state of North California sued JUUL for marketing its product to kids, a clear infringement of both federal and state laws.
Back in 2018, Healy had announced that she was investigating the industry of e-cigarette. This particular e-cigarette lawsuit is definitely thought to be just one of the many that will arise from her investigation.
The lawsuit which was filled in Suffolk Superior Court faults the e-cigarette company of violating the Consumer Protection Act of the state by targeting young people through a marketing and advertising strategy that appeals to them for the sale of its various vaping products such as e-liquids, electronic nicotine devices, and nicotine pods. Moreover, Eonsmoke is also accused in the lawsuit of neglecting the verification of the age of its online purchasers and failing to require that only a person who is 21 years or older, according to the laws of Massachusetts, can receive a shipment of vaping products and e-cigarettes.
In the lawsuit, it is alleged that this e-cigarette company repeatedly employed the use of a teens’ targeted marketing and advertising campaign. This campaign was done through popular social media platforms such as YouTube, Snapchat, and Instagram. The social media marketing campaign of Eonsmokes’ products for vaping referenced internet memes, cartoons, and youth pop culture and by design omitting/minimizing information about the fact that nicotine is contained in these vaping products.
As stated by AG Healey, intentionally Eonsmoke increased and enhanced its social media advertising by employing the use of hashtags, social media influencers, and celebrity endorsers who are popular with youths. Eonsmokes’ products, like JUUL, have been established to have some of the highest concentrations of nicotine on the market. The products of Eonsmoke are wide-ranging, with a variety of fruit and sweet flavors like cereal loops and gummy bear.
According to a statement made by the Attorney General of Massachusetts, the marketing strategy, social media marketing of nicotine to teens, implemented by Eonsmoke is straight out of the playbook of Big Tobacco. It was also stated by the AG that investigations into JUUL and other retailers of e-cigarette will continue for holding these companies accountable for their actions of marketing dangerous and addictive products to young persons.