FTC is reportedly investigating Juul’s marketing practices

The Federal Trade Commission is investigating whether e-cigarette maker Juul used deceptive marketing and targeted minors, according to a report from the Wall Street Journal.

According to the report, the FTC began its investigation in September 2018, before tobacco giant Altria invested $12.8 billion for a 35% stake in Juul. Shares of Altria slid 2% Thursday. 

Regulators have criticized Juul for fueling a teen vaping “epidemic,” scrutinizing the company’s early advertising campaigns that used young models and bright colors. Critics say the images positioned Juul as a lifestyle brand and attracted young people. Juul has said it never targeted teens but rather adult smokers. 

The Food and Drug Administration launched its own investigation into the company’s marketing practices last year, marked by a “surprise inspection” last fall of Juul’s San Francisco headquarters in which investigators seized thousands of pages of documents.

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