New York is set to join many other states in suing JUUL Labs Inc. for using deceptive marketing tactics that are targeted towards younger people. The lawsuit is being led by Attorney General, Letitia James, and alleges that the company, using misleading sales tactics on popular social media sites, has contributed to the youth vaping epidemic. JUUL is yet to review the lawsuit, however, they released a statement saying, “We remain focused on resetting the vapor category in the U.S. and earning the trust of society by working cooperatively with attorneys general, regulators, public health officials, and other stakeholders to combat underage use and convert adult smokers from combustible cigarettes.”

It is still unknown what will happen to the company and if suing them will make a difference. A large number of e-cigarette and vaping companies have been able to grow due to the large increase in usage of the devices thanks to JUUL, so if JUUL was removed it probably wouldn’t make a difference. The main problem is how younger people are able to acquire these devices and how law enforcement can stop these devices from being sold.