Skip to main content
Dot gov

Official websites use .gov
A .gov website belongs to an official government organization in the United States.

HTTPS

Secure .gov websites use HTTPS
A lock () or https:// means you’ve safely connected to the .gov website. Share sensitive information only on official, secure websites.

Tobacco Prevention and Control: JUUL Settlement

In September 2022, the Wisconsin Department of Justice announced that Wisconsin would receive payments as part of a multi-state settlement with JUUL Labs. The settlement addresses the harm caused by JUUL’s predatory marketing practices, including marketing their e-cigarette (vape) products to underage consumers. As result of the settlement, Wisconsin will receive at least $14.7 million over five to 10 years to fund prevention and cessation efforts related to e-cigarette products for youth and young adults up to age 24. 

The settlement outlines various requirements including:

  • Making payments to Wisconsin to fund prevention and cessation (quit) efforts related to electronic nicotine delivery systems (ENDS), or e-cigarettes (vapes), for people up to age 24.
  • Restricting some advertising, marketing, and sales practices by JUUL Labs.
  • Maintaining a retail-compliance program to verify tobacco retailers’ compliance with measures meant to limit underage access to JUUL products.

Learn more about the settlement in the Wisconsin JUUL Settlement fact sheet, P-03445 (PDF).

A four-part diagram illustrating the way JUUL Settlement dollars will be invested in Wisconsin. Four blue pillars are connected by arrows. From left to right, the pillars are labeled 1.Listen, 2. Respond, 3. Partner, 4. Evaluate.

The Wisconsin Tobacco Prevention and Control Program (TPCP) has developed a multiyear action plan to address the rise in vaping and e-cigarette by youth and young adults using the JUUL Settlement funds

  1. TPCP held a series of virtual, public listening sessions and opened an online survey to all Wisconsinites. From these input sessions, the top three areas recommended for funding were prevention, school-based efforts, and cessation, including:
    • Integrating prevention programs and other strategies in schools.
    • Relying on local communities to address community-specific needs.
    • Expanding relevant and effective messaging campaigns about youth vaping prevention and cessation.
    • Researching and providing effective and accessible cessation and/or treatment for youth and young adults.
    • Increasing staff and resources for schools to address vaping and mental health needs
  2. Wisconsin DHS launched the Vaping Prevention and Treatment Initiatives (VPTI) grant program. Thirteen community-based organizations and agencies across Wisconsin were awarded a total of $830,000 to implement vaping prevention, intervention, and/or treatment initiatives for youth and young adults up to age 24.
  3. TPCP will engage and collaborate with community-based grantees and state partners to address community-specific needs.
  4. TPCP and VPTI grantees will track, evaluate, and optimize the investment of JUUL Settlement funds.

Learn about the results of the listening sessions and surveys in the fact sheet called You Spoke, We Listened: JUUL Settlement in Wisconsin, Listening Sessions, P-03445a (PDF).

Wisconsin received the first annual JUUL Settlement payment in December 2022. Funding was used to support efforts in 2023, including:

Public awareness

Grant awards

Wisconsin DHS awarded grants totaling $621,000 to 19 TPCP partners across the state to implement community interventions for young people up to age 24. Projects included development of safe vape disposal protocols, school outreach and support for alternative-to-suspension policies, and cessation messaging on college campuses.

The American Lung Association was also able to offer mini grants to support facilitator training for:

  • N-O-T, a cessation program
  • INDEPTH, an alternative-to-suspension program

Research

The University of Wisconsin Center for Tobacco Research and Intervention (UW-CTRI) completed large-sample surveys of young adults who vape and teens who vape. The objective was to learn about their experiences, thoughts, and feelings about vaping, including their interest in quitting.

TPCP assisted the Department of Public Instruction to host focus groups with teachers and student services staff to learn how to better respond to school district needs as regards student vaping.

Wisconsin received the second annual JUUL Settlement payment in December 2023. Funding will support:

Public awareness

Grant awards

The American Lung Association will expand program services to address youth and young adult nicotine use. The programs include:

Wisconsin DHS launched the Vaping Prevention and Treatment Initiatives (VPTI) grant program. Thirteen community-based organizations and agencies across Wisconsin were awarded a total of $830,000 to implement vaping prevention, intervention, and/or treatment initiatives for youth and young adults up to age 24.

Research

The University of Wisconsin Center for Tobacco Research and Intervention (UW-CTRI) will conduct research to better understand how to increase motivation among youth and young adults (age 13-24) to quit vaping.

To learn more about Wisconsin's JUUL Settlement, contact Liz Adams, Policy Analyst, Wisconsin Tobacco Prevention and Control Program, at Elizabethm.Adams@dhs.wisconsin.gov.

Last revised April 2, 2024