JUUL Labs launched its e-cigarette in 2015 with marketing that regulators and litigants found deliberately targeted underage users: bright colours, social media influencers, flavoured pods, and campaigns that mirrored cigarette advertising strategies proven to recruit teen smokers. Between 2017 and 2019, teen e-cigarette use surged to epidemic levels — the FDA called it a "youth vaping epidemic." In June 2022, the FDA denied JUUL's marketing authorisation, citing inadequate safety data. In December 2022, JUUL settled a 33-state attorney general investigation for $462 million. Separate settlements with school districts and individual states totalled additional hundreds of millions. The targeting of minors is confirmed by internal documents, regulatory findings, and legal settlements.