Nevada will receive $14.47 million in the proposed settlement between 34 states and JUUL Labs e-cigarette manufacturers.
“For years, JUUL Labs knowingly marketed its product to underage users, directly working to expose minors to nicotine use and abuse,” said Attorney General Aaron Ford.
He said the settlement will help Nevada’s youth by curbing harmful marketing tactics and holding the company accountable.
He said until recently JUUL was the dominant player in the vaping market but the multi-state investigation found the company won that position by willfully engaging in an ad campaign aimed directly at young people even though its e-cigarettes are illegal for those under 21 to purchase and are unhealthy to use.
The agreement cites launch parties, using young and trendy models, social media posts and free samples and sold products in flavors known to be attractive to underage users.
It says the company also used age verification techniques that JUUL knew were not effective.
The total settlement nationwide is $438.5 million to be paid over the next six to 10 years and includes requirements that JUUL refrain from the marketing techniques that have aimed the company at juveniles as their primary customers.