New York Attorney General Letitia James has filed a landmark lawsuit against some of the country’s largest e-cigarette distributors, alleging they played a central role in fueling the youth vaping epidemic. The lawsuit, announced on February 20, 2025, targets 16 companies and individuals involved in the sale and distribution of flavored disposable vapes, including brands such as Puff Bar, Elf Bar, Geek Bar, and MYLE.
The lawsuit claims that the defendants have been deliberately marketing their products to minors, using bright packaging, candy and fruit flavors, and social media advertising to attract young consumers. Some of the flavors named in the lawsuit include “Blue Razz Slushy,” “Sour Watermelon Patch,” and “Strawberry Cereal Donut Milk.” The Attorney General’s Office (OAG) also alleges that these companies have misled customers about the safety and legality of their products, ignored federal regulations, and continued to sell flavored vapes in New York despite the state’s 2020 ban on such products
Attorney General James has accused the vaping industry of employing deceptive marketing strategies reminiscent of those once used by the tobacco industry. “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.
The lawsuit asserts that the named companies have violated multiple laws, including U.S. Food and Drug Administration (FDA) regulations, the Prevent All Cigarette Trafficking (PACT) Act, which prohibits online sales of vaping products to consumers, and New York state public health laws, including the 2020 ban on flavored vape products and the requirement that buyers be at least 21 years old.
Investigators also found evidence of illegal shipments of flavored vapes into New York, with at least one distributor allegedly labeling a shipment “smoke detectors.”
Attorney General James is seeking hundreds of millions of dollars in penalties and damages from the defendants. The lawsuit also demands the recovery of all revenue earned through illegal sales and the establishment of an abatement fund to address the public health consequences of youth vaping. Additionally, James is pursuing a permanent ban on the sale of flavored vapes in the state.
Health experts and advocates have expressed strong support for the lawsuit, emphasizing the dangers of youth vaping. According to the New York State Department of Health, flavored e-cigarettes are the most commonly used tobacco and nicotine product among adolescents. Research has shown that nicotine exposure during adolescence can lead to long-term cognitive impairments and an increased risk of addiction to other substances
Additional Reading
New York sues vape distributors over Elf Bar and other fruit and candy e-cigarettes, AP News (February 20, 2025)
Attorney General James Sues Nation’s Largest Vape Distributors for Fueling the Youth Vaping Epidemic, Office of the New York State Attorney General (February 20, 2025)
New York sues major vape companies for targeting kids, teens, The Hill (February 20, 2025)
New York v. Puff Bar Complaint
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