Source: https://fr.scribd.com/document/377707440/Colgate-Et-Al-v-JUUL-Labs-Inc-Complaint
Timestamp: 2019-04-20 01:13:19+00:00

Document:
24 JUUL LABS, INC.; PAX LABS, INC.
7 including the investigation of Plaintiffs’ counsel, unless stated otherwise.
17 negative effects on fertility.
26 only be satiated by JUUL’s ultra-potent nicotine formulation, JUUL recently rebranded itself.
6 was and is in the business of addicting consumers to its product.
17 strawberry, and mango), “caffe latte,” and “pinkie” (described as “pink frosted yellow cakes”).
18 These colors, flavors, and names are intentionally designed to attract minors and nonsmokers.
21 framing the JUUL e-cigarette as a hip, young activity and product.
27 who do not use e-cigarettes.
18 already dangerous habit, those statements are false, and Defendants know them to be false.
24 loyalty to existing tobacco brands, and other smoking cessation products such as nicotine gum.
26 approval as an aid in smoking cessation, and has not participated in any FDA approval process.
28 around creating, and addicting, an entirely new group of customers who are not regular smokers.
5 9. JUUL has built a commercial empire on fraud, misrepresentations and omissions.
9 consumers for the economic losses caused by JUUL’s deceptively addictive products.
12 Complaint was, an individual and a resident of La Jolla, San Diego County, California.
21 California. JUUL was originally a part of PAX, but was spun out as a separate company in 2017.
22 A substantial portion of the conduct cited here occurred while JUUL was a part of PAX.
27 permission and consent of each Defendant.
5 ratified each and every act or omission complained of herein.
16 1332(d), 1453, and 1711–1715, because the claim for damages is greater than $5,000,000.
18 arose out of activities engaged in by Defendants within, and affecting, the State of California.
20 business practices in the State of California, including in the City and County of San Francisco.
21 21. Accordingly, Plaintiffs allege that jurisdiction and venue are proper in this Court.
27 the United States. JUUL products are available via 8,800 retail locations in 150 countries.
products, JUUL Labs was spun out as an independent company in 2017.
5 which slides into the end of the JUUL device.
8 mint, and crème brulee.
12 nicotine, glycerine, and propylene glycol that is inhaled into the lungs.
15 the brand or strength of cigarettes used for this comparison.
17 sell for approximately $15.
28 and sell, via the JUUL Websites, e-cigarettes.
7 consumer, and/or one or more desired pod flavors, each of which has its own distinctive color.
16 imitating pop-up restaurants and bars typically aimed at attracting young, hip urban consumers.
24 to attract even younger persons who were not adults to the “hipness” of using the JUUL products.
from the Vaporized campaign are attached as an appendix to this Complaint. See Appendix A.
where children were likely to see them.
3 including Twitter and Instagram.
39. JUUL also sells its highly addictive JUUL pods in “limited edition” flavors.
suggesting that JUUL pods should be paired with foods.
if those risks are mentioned at all.
6 cigarettes roughly triple in one year, from 780,000 users in 2013 to 2.45 million users in 2014.
9 men and women depicted in the campaign, especially when adjoined with the design.” Mr.
22 previously been shown to contribute to the risk of addiction. See https://www.ncbi.nlm.nih.
28 9343(17)31185-3/fulltext (last visited April 26, 2017).
13 researchers estimated that 32.8% of all cigarettes sold illegally to underage buyers were Camels.
19 produced to the court in that case interest in targeting children as future smokers.
25 of the total cigarette volume - for at least the next 25 years."
26 https://www.industrydocumentslibrary.ucsf.edu/tobacco/docs/#id=ypmw0091 (last visited Apr.
28 capturing the young adult market is vital because "virtually all [smokers] start by the age of 25"
smokers begin smoking regularly and select a usual brand at or before the age of 18."
17 or vaporized freebase nicotine.
23 formulation is highlighted in red, and the Pall Mall cigarette is highlighted in blue.
15 12(3): e0173055 (2017). See https://doi.org/10.1371/journal.pone.0173055.
18 nicotine or 60 mg/mL of nicotine per JUUL pod. Id.
23 is five times stronger than that.
19 smoke. Vaping also triggers immune responses associated with inflammatory lung diseases.
5 which critics have said make it more attractive to minors.
with around 40 devices that look like flash drives.
to get a grip on the problem.
much nicotine as a pack of cigarettes, according to the product website.
Anytime” Service, Without Disclosing the Products’ Highly Addictive Nature.
cigarettes and safe to use.
in increasing amounts in order to achieve the same “high” as their tolerance to nicotine increases.
18 market to the shrinking number of existing cigarette smokers.
23 now vapes several JUULpods each week.
28 addiction, and an increased consumption of nicotine by Colgate.
6 requires Defendants to disclose the addictive effects and true health consequences of the product.
8 misleading information, making it difficult to make informed purchasing decisions.
9 68. Defendants Have Similarly Scammed Other Adolescent and Adult Customers.
11 customers have been identically misled into purchasing JUUL’s addictive nicotine products.
15 “At [Lawrence Free State High School], underage use of vapes is quite typical.
3 become habitual users, causing them to spend time and money feeding their habit.
17 “‘Of course,’ Freed said. ‘Nothing should be going through your lungs but air.
(last visited April 3, 2018).
6 any other distribution not for sale.” (Id., § 1332(6).).
8 products" and fall under the FDA's authority to regulate tobacco products. See Final Rule, 81 Fed.
14 requirement for health warnings for product packages and advertisements. Id.
18 addictive chemical.’” Final Rule, 81 Fed. Reg. 28974, 28988; see also 21 C.F.R. § 1143.3(a)(1).
20 display panels of the package, and 20 percent of the area of advertisements. Final Rule, 81 Fed.
26 Fed. Reg. 28974, 28990.
1 did, or	did not, preempt state and local warning requirements. See Final Rule, 81 Fed. Reg.
4 determined would be preempted by this final rule." Id.
7 • Only sell e-cigarettes and other ENDS to customers age 18 and older.
15 statement on the package.
19 • Check photo ID of everyone under age 27 who attempts to purchase nicotine gel.
20 • Only sell nicotine gels to customers age 18 and older.
21 • Do NOT sell nicotine gels in a vending machine unless in an adult-only facility.
4 • Only sell dissolvable tobacco products to customers age 18 and older.
11 statement on the package.
7 Age Purchases, Adolescents are Able to Purchase JUUL Products.
14 nicotine use created by anti-smoking campaigns prior to introduction of the JUUL products.
20 liability under the state and common laws cited in the following causes of action.
28 discovery and to propose one or more subclasses, as necessary and appropriate.
4 classes are easily ascertainable.
9 parties and the courts.
16 common questions of law and fact related to JUUL products falsely advertised as non-addictive.
14 wrongful conduct in violation of law as alleged.
18 also has no interests that are in conflict with or antagonistic to the interests of Class Members.
27 duties by vigorously seeking the maximum possible recovery for Class Members.
10 important public interest will be served by addressing the matter as a class action.
18 action on behalf of a class of individuals who reside in California and the United States.
20 management of this action that would preclude its maintenance as a class action.
26 Action Complaint as if set forth herein.
2 JUUL E-cigarettes and JUULpods in California.
7 negative health consequences of JUUL E-cigarettes and JUULpods.
11 would have acted differently by not purchasing a JUUL E-cigarette and JUULpods.
18 advantage over Defendants’ competitors as well as injury to the general public.
12 Business and Professions Code alleged to have been violated herein.
16 at trial, but which is in excess of the jurisdictional minimum of this Court.
18 (Violation of the Consumers Legal Remedies Act, California Civil Code § 1750, et seq.
21 Complaint as if set forth herein.
27 intended to result, or which have resulted, in the sale or lease of goods or services to consumers.
in California Civil Code § 1761(d) and similar laws of other states.
7 meaning of California Civil Code § 1761 and similar laws of other states.
28 products “anytime” when Defendants knew that to be false.
5 and those similarly situated, will continue to suffer harm.
8 this Class Action Complaint, any request for damages under any provision of the CLRA.
15 gains due to Defendants’ acts and practices.
17 attorneys’ fees pursuant to California Civil Code § 1780(d) and similar laws of other states.
23 Action Complaint as if set forth herein.
9 similarly situated as Plaintiffs.
15 Plaintiffs, and those similarly situated, Defendants breached their duty to each of them.
16 Defendants also gained financially from, and as a result of, their breach.
8 and harm to Plaintiff, and those similarly situated.
13 Action Complaint as if set forth herein.
5 f. violating other legal and regulatory standards set forth above.
11 addictive E-cigarettes and nicotine pods.
14 et seq. of the California Business and Professions Code and similar laws of other states.
17 advantage over Defendants’ competitors as well as injury to the general public.
21 unfair and/or deceptive trade practices complained of herein, plus interest thereon.
25 the filing of this Class Action Complaint.
4 continue to violate the laws of California, unless specifically ordered to comply with the same.
9 Business and Professions Code and other similar state laws alleged to have been violated herein.
17 is in excess of the jurisdictional minimum of this Court.
23 Complaint as if set forth herein.
of Plaintiffs and members of the Classes.
6 proximately from, the conduct alleged herein.
11 inequitable to do so constitutes unjust enrichment.
16 143. Plaintiffs and members of the Classes have no adequate remedy at law.
27 Business & Professions Code §§ 17200, et seq. and 17500, et seq.
18 3. For such further relief as this Court may deem just and proper.
26 Adam J. Gutride, Esq.

References: § 1332
 § 1143
 § 1750
 § 1761
 § 1761
 § 1780