Ro, ro, Shaggy.

Wow, this really interesting. This story blew me away. Apparently, some state and federal agencies and some state attorneys general looking into the company’s marketing practices. Could this be the fall of mighty Juul?

The attorneys general of Washington, D.C. and Illinois (and four other states) are investigating just how Juul became so popular with teens, literally within months of Juuls hitting the market.

I know one thing Juul did was very smartly (in an evil way) use Instagram and other social media to market Juul to mostly young people … who are on Instagram. I also know they totally came out of NOWHERE to completely dominate the e-cig market (they control about 75 percent of the market).

From a Los Angeles Times article:

A senior Illinois law enforcement official described to the Associated Press a wide-ranging inquiry being conducted by the office of Illinois Atty. Gen. Kwame Raoul that is centered on whether Juul violated state consumer fraud laws and other statutes by designing and marketing its products to appeal to underage teens. The official was not authorized to speak publicly and requested anonymity.

Marrisa Geller, a spokeswoman for District of Columbia Atty. Gen. Karl Racine, confirmed in an emailed statement that an investigation of Juul is underway. She said Racine is concerned about “the dramatic increase in the use of vaping products by district youth” as well as the policies and practices employed by e-cigarette manufacturers to prevent minors from using their products.

The attorneys general in Colorado, Connecticut and Massachusetts have announced investigations of Juul related to concerns over underage use of its products. North Carolina’s attorney general filed a lawsuit against Juul in May, asking a court to limit the company’s sales and marketing in the state.

I’m wondering here just how much shit Juul is actually in, but it sounds like possibly a lot. It sounds like there could be RICO statutes involved. This trouble isn’t going  to go away anytime soon and it certainly begs the question of whether this might be the beginning of the end for the company.

Interestingly, Juul actually donated $3,000 to the election campaign of the attorney general of Illinois, but he refused it on ethical grounds. Good for him.

Juul also has a bottomless pit of financing to fight the attorneys general. Remember, they are partly owned by Altria, which owns Philip Morris and Marlboro cigarettes.

I’ll definitely be keeping on eye on this story to see if anything comes of it.