Juul Labs has agreed to pay $10m to settle a lawsuit brought by the state of Louisiana over its marketing practices. Juul has already settled similar cases in Washington state, Arizona and North Carolina.
"This settlement is another step in our efforts to realign our company, and we applaud the Attorney General's plan to deploy resources to combat underage use," a Juul Labs statement said. "We will continue to work with federal and state stakeholders to ensure a fully regulated, science-based market for steam products."
In the Louisiana case, Attorney General Jeff Landry accused Juul Labs of marketing its e-cigarettes to young people, according to news reports.
In a 76-page filing in November, Attorney General Jeff Landry alleged that Juul used marketing tactics that included sleek, hidden devices with "interesting flavors like mango and cool mint" and edgy advertising campaigns aimed at young people.
Landry also accused Juul of "deceptive marketing practices" regarding the device's nicotine concentration. Landry's office had tried to stop Juul from selling the product to minors and wanted to limit the available flavors to tobacco and menthol. Prosecutors are also seeking financial penalties from Juul.