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This article is written by a student writer from the Her Campus at Clark chapter.

The e-cigarette brand Juul has allegedly targeted kids with their ads that aired on Nickelodeon, Nickelodean Jr, and Cartoon Network.

Over the years, Juul has become very popular and has claimed that its nicotine vaping devices are meant for adult smokers, not adolescents. However, earlier this week, the Massachusetts Attorney General Maura Healey has filed a lawsuit against the company claiming that the company has been targeting kids through their recent ads.

It is believed that Juul has bought banner ads on websites almost exclusively of the interest of kids and teens. Some of these websites include Cartoon Network, Nickelodeon, and even Seventeen Magazine. The pictures from the ads are allegedly a part of their “Vaporized” campaign.

Overall, not only is this lawsuit attacking the marketing strategies of the brand, Juul, but it is also attacking their morals, identity, and value. As a brand that claims to target former smokers looking for less dangerous ways to get a nicotine fix, this lawsuit will, without a doubt, initiate a conversation with the public.

Michelle is currently majoring in Management with a concentration in Marketing. She loves to travel and hopes to one day take a dip into marketing world.