(New York) American e-cigarette seller Juul on Wednesday agreed to pay $462 million to six US states and the capital Washington for targeting young people, as the company continues to settle numerous lawsuits against it .

It has also been subject to several restrictions on the marketing of its products, such as the fact that they are placed behind store counters, details a press release from the New York prosecutor, who signed the agreement jointly with his counterparts. from California, Colorado, Illinois, Massachusetts, New Mexico and the District of Columbia (Washington).

“Juul sparked a nationwide public health crisis by putting addictive products into the hands of minors and convincing them they were harmless. Today, they are paying the price for the harm they caused,” prosecutor Letitia James said in the statement.

His complaint notably accused the company of having “glorified” vaping in advertisements promoting fruity, sweet or minty flavors – enough to attract young people – and of having misled consumers as to the content of vaping. nicotine from its products and their harmfulness.

Many other complaints have been filed for similar reasons.

Juul has already agreed to pay $438.5 million in September 2022 to 34 states or territories of the United States and announced in December an agreement closing more than 5,000 complaints brought by 10,000 individuals.

The company said in a statement on Wednesday that it has now settled complaints from 47 states and territories.

“We are now able to focus even more on the path to maximizing the value and impact of our product technology […],” notes Juul.

The company’s value has plummeted in recent years, weighed down by its legal setbacks and uncertainty over the status of its e-cigarettes, with U.S. authorities banning them last June before an appeals court temporarily suspended this decision.

The company launched a restructuring plan at the end of 2022.

Wednesday’s agreement also provides that Juul can no longer use people under the age of 35 in its advertisements, limits the number of products per purchase transaction and prohibits product placements in gaming. virtual reality.