A Ramsey County, Minnesota, court recently issued an order prohibiting Florida-based High Light Vapes from selling its products in the state. The move follows a January 2025 lawsuit filed by Minnesota Attorney General Keith Ellison accusing the company of deceptive marketing practices targeting minors.
Products designed to appeal to young people
High Light Vapes offered disposable e-cigarettes that mimicked the look of highlighters, a deliberate choice to make them easier to conceal in school environments. These devices were available in attractive flavors such as "strawberry cheesecake," "blue raspberry," "tart apple," and "magic fruit," enhancing their appeal to teenagers. Attorney General Ellison noted that these products, through their design and flavors, were specifically designed to appeal to a young audience, in violation of state laws prohibiting the marketing of tobacco products in a deceptive and appealing manner to children.
An exemplary sanction
As part of a consent decree, High Light Vapes agreed to cease all business operations in Minnesota. Any attempt to resume sales in the state would result in a $50 fine and possible contempt of court charges. The decision comes shortly after the U.S. Supreme Court upheld the FDA's authority to regulate flavored e-cigarettes, bolstering officials' efforts to protect young people from nicotine addiction.
An ongoing fight against deceptive marketing
The Minnesota Attorney General's Office continues its efforts to eradicate deceptive marketing practices in the vaping industry. In January, a civil investigation was launched against Loon, a local e-cigarette manufacturer, to determine whether it complied with consumer protection laws. Additionally, in August 2024, more than 5 tobacco distributors and retailers were warned that selling unauthorized tobacco products that appeal to youth could violate several state laws.
Resources for Quitting Nicotine
Minnesota offers free programs to help residents quit nicotine use. Teenagers aged 13 to 17 can access the “My Life, My Quit” program, while adults can benefit from the “Quit Partner” program, which offers advice, text message support and nicotine replacement therapy.
