Florida Reaches $79 Million Settlement With Juul, Imposes Marketing and Sales Restrictions

Florida Attorney General James Uthmeier announced Monday that Juul Labs Inc. will pay $79 million to settle allegations that the e-cigarette company improperly marketed its products to minors.

The settlement includes a $49 million payment to the state in seven annual installments of $7 million beginning Dec. 31, 2025. An additional $30 million will be disbursed through 2032 to fund efforts to combat underage vape sales and enforce state regulations. The funds will support investigations into illegal vape distribution, identify retailers selling unauthorized products, and assist in compliance monitoring.

Under the agreement, Juul is prohibited from marketing to youth in Florida. The company cannot use models under 35 in advertisements, employ cartoons or other youth-oriented branding, or place its products in movies, television, or other media.

Billboard advertising is also banned statewide under the agreement, and Juul can only advertise in media where at least 85% of the audience is verified to be adults. The company is additionally barred from using social media for product promotion, though it may maintain non-promotional accounts on platforms such as Twitter, LinkedIn, and YouTube.

“As a father, the safety and wellbeing of children is top of mind, all the time. Florida has been a leader in the fight to end teen vaping, and I’m proud to announce this monumental settlement with JUUL.” said Uthmeier.

Juul’s retail operations in Florida are now subject to new sales limits. Customers at physical stores may purchase no more than one Juul device and 16 nicotine pods per transaction. Online sales are capped at two devices per month, 10 per year, and 60 pods per month, with strict age verification requirements.

Juul must also verify customers’ identities before granting access to its website or processing online orders.

The settlement mandates 320 unannounced compliance checks per year at Florida retail stores for two years. Stores found selling Juul products to underage customers or violating purchase limits will face escalating penalties. A first violation results in a warning, a second triggers a six-month suspension from Juul promotions, and a third results in a three-year sales ban. A fourth violation leads to a permanent prohibition on Juul sales at that location unless ownership changes.

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