NC Wins $40MM Settlement Against e-Cig Giant Juul

Score one for the good guys.

It was an honor to be asked and then serve as an advertising expert witness in North Carolina’s suit against e-cigarette giant Juul Labs, Inc. for their previous and egregious marketing to youth.

Indeed, I spent most of this spring working with and for remarkably diligent and talented people in helping make North Carolina's case, the first in the nation, as clear and compelling as it could be in preperation for trial. Today, June 28, the State's attorneys announced a settlement agreement that subjects Juul to a $40 million penalty while it also forces Juul to change how it does business in North Carolina.

You'll find a great deal more about the case here.

Congratulations to Attorney General Josh Stein and his entire team - most especially Deputy General Counsel Sripriya Narasimhan. Briefly, Priya's dedication, intellect, and poise mark her not only as a standout among truly gifted peers but as a lawyer, and leader, with lots of runway ahead.