New York Attorney General Letitia James has launched a strong legal offensive by filing a 192-page lawsuit against 13 e-cigarette companies, accusing them of illegally selling flavored vapes and using deceptive marketing strategies targeting children. The companies named in the lawsuit include Puff Bar, Evo Brands, PVG2, Demand Vape, Magellan, Happy Distro, Midwest Goods, Pod Juice, Safa Goods, Mi-One, Mylé, MVH I, and Price Point.
The lawsuit claims that these companies violated New York’s ban on flavored vapes, which studies show are the most popular among young users. Letitia James did not hold back, stating, “The vaping industry is following the same playbook as Big Tobacco: making nicotine look cool, hooking kids, and creating a massive public health crisis.”
The legal action seeks to secure hundreds of millions of dollars in fines and restitution, with funds dedicated to combating the youth vaping crisis in the state. This includes penalties for violating federal and state laws, recovering revenue from illegal vape sales, and establishing a fund to mitigate the impact of vaping among teenagers.
The Attorney General’s office describes these penalties as a “conservative estimate,” emphasizing the widespread and serious nature of the issue. The lawsuit details how companies promoted eye-catching flavors like “Strawberry Donut” and “Tropical Rainbow Blast,” using bright packaging and collaborations with social media influencers to capture teenagers’ attention.
One example cited was a Puff Bar ad during the COVID-19 lockdowns, promoting vapes as “the perfect escape from back-to-back Zoom calls and texts from parents.”
The lawsuit also accuses companies of employing illegal shipping methods to supply retailers, many of whom operate near middle and high schools.
On the other hand, the Vapor Technology Association dismissed the allegations, calling them “false.” Tony Abboud, the association’s executive director, argued that since President Donald Trump raised the minimum age to buy tobacco products in 2019, youth vaping has dropped to its lowest level in over a decade. “This lawsuit is yet another example of why President Trump needs to take bold and decisive action to stop government overreach against the flavored vaping industry,” Abboud added.
Despite this decline, e-cigarettes remain the most commonly used tobacco product among high school and middle school students in the United States. According to the Centers for Disease Control and Prevention (CDC), in 2024, 1.6 million students (6%) reported using vapes, and 87.6% of them preferred flavored products.
Although a federal survey published last fall revealed that youth e-cigarette use has dropped nearly 70% since its peak in 2019, anti-tobacco advocates warn that nicotine exposure still poses a danger to developing brains, increasing the risk of addiction and encouraging the use of traditional cigarettes.
“The commercial conduct of these companies undermines New York’s efforts and laws, which must now be enforced to protect the public,” the lawsuit states. “By first dodging all of New York’s regulatory safeguards, and then making these products as cheap and accessible as possible in our communities, these companies prioritize profits without regard for the lasting harm they cause.”
