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North Carolina AG sues e-cigarette maker Juul, says it ‘downplayed’ dangers of nicotine to children

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An illustration shows a man exhaling smoke from an electronic cigarette in Washington, DC.

Eva Hambach | AFP | Getty Images

North Carolina sued e-cigarette maker Juul Wednesday, accusing the vaping company of targeting young consumers and misrepresenting the potency and danger of nicotine in its products. 

This is the latest suit against the company that claims its products promoted nicotine use in underage buyers.

“JUUL targeted young people as customers. As a result, vaping has become an epidemic among minors,” North Carolina Attorney General Josh Stein said in a statement. “JUUL’s business practices are not only reckless, they’re illegal. And I intend to put a stop to them. We cannot allow another generation of young people to become addicted to nicotine.”

Juul did not immediately respond to CNBC’s request for comment.

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