Alaska Settles with Juul and Altria for $7.8 Million After Five-Year Lawsuit

Dec.08

The State of Alaska has reached a $7.8 million settlement with e-cigarette maker Juul and its investor Altria, concluding a five-year lawsuit alleging the companies targeted Alaskan youth with nicotine products.

Key Points Overview

The state of Alaska has reached a $5.8 million settlement with Juul, with Altria having previously paid $2 million. The total of $7.8 million in average compensation per person ranks among the highest in the United States. The state government has accused Juul of targeting teenagers in their marketing efforts. Half of the settlement will be used for tobacco control programs, while the other half will be allocated to consumer protection. The health department warns that the rate of teenagers using e-cigarettes continues to rise.

2Firsts, December 5, 2025 – According to the Alaska Department of Law, after five years of litigation, the State of Alaska has held Juul Labs and Altria accountable for allegedly targeting Alaskan youth with nicotine vaping products.

Juul and the State reached a $5.8 million settlement this week, following a $2 million settlement with Altria in January 2024, bringing the total recovery to $7.8 million—one of the highest per capita figures in the United States.

The lawsuit accused Juul of marketing USB-shaped, flavored vaping devices through viral social media campaigns designed to appeal to teenagers, while Altria allegedly provided funding and strategic expertise. Teachers, administrators, and students testified to the negative impact of youth vaping on health and behavior, which the Alaska Department of Health has been combatting through its Tobacco Prevention and Control Program for nearly a decade.

Attorney General Stephen Cox said: “This case took five years and a great deal of work from our public health and consumer protection teams, but it was worth it. We now have strong, court-enforceable limits on how these companies can operate in Alaska, and we’ve achieved a per-capita recovery among the highest in the nation.”

Health Commissioner Heidi Hedberg added: “According to the latest Youth Risk and Behavioral Surveillance System data, vaping and nicotine use among youth continue to rise. Alaska’s families need more education, treatment, and outreach to reverse this trend.”

Under the settlement, Juul’s $5.8 million payment will be made over five years. Half of the funds will go toward tobacco prevention and control efforts, while the other half will support consumer protection programs.

Image source: Alaskan state government

References:

[1] State Settles Long-Running Lawsuit Against Juul, Altria

Also Read:

[1] JUUL wins approval after FDA reversal of Marketing Denial Order

[2] Juul Wins UK Court Injunction, Ending Five-Year Legal Battle Against Chinese Vape Infringers

[3] JUUL Plans to Launch New E-cigarette Juul2 in the U.S., Featuring App-Based Identity Verification and Awaiting Regulatory Approval

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