Slippery Rock, McKeesport school districts contend in lawsuits that Juul created 'youth vaping epidemic'

Slippery Rock and McKeesport Area school districts have filed lawsuits against the makers of Juul vape products, alleging their marketing tactics have created an epidemic of harmful e-cigarette use among students.

The districts are the fifth and sixth area districts to file federal lawsuits against the company. Lawsuits filed by the others – Butler Area, South Butler, Moniteau and Karns City – have all been transferred to federal court in Northern California.

The lawsuit claims district employees have “witnessed countless ways in which the use of (Juul) products by its students has negatively impacted the school district.” That includes school security guards spending more time responding to students using Juul products and counselors working with students who are addicted.

Attorneys wrote that the district will need to bring in addiction counselors and invest in prevention education and addiction treatment options.

“Without the resources to fund these measures, the school district and other similarly situated school districts will continue to be harmed by the ongoing consequences of (Juul’s) conduct,” they wrote.

The same language is used in the lawsuits filed by the other Butler County districts, who are all represented by DMKCG Law in Butler.

Attorneys with the firm could not immediately be reached for comment.

The lawsuit also names the Altria Group, which is the parent company of Juul, along with its other subsidiaries and employees. Attorneys are demanding a jury trial and seeking money for prevention education and addiction treatment.

A spokesperson for Juul Labs could not immediately be reached for comment.

The lawsuit takes aim at Juul marketing, noting that its ad campaigns used hallmarks once used by the tobacco industry to attract young people: vivid color schemes, young models, animated imagery and advertising in media aimed toward youth.

Such advertising practices have since been banned in the tobacco industry in an effort to prevent marketing toward children.

The lawsuit also noted that Juul, in late 2015, sponsored parties across the country and gave out free Juul kits, and lawyers alleged the company has relied on social media to reach a younger audience.

Those alleged tactics are also the target of a lawsuit filed in February by Pennsylvania Attorney General Josh Shapiro, who sought an injunction to either halt the sale of Juul products in Pennsylvania or force the company to change its practices.

That lawsuit alleges Juul violated state fair trade and consumer protection laws, and seeks financial damages and funding for public education campaigns.