SAINT PAUL, Minn.— Minnesota Attorney General Keith Ellison has secured a court order permanently banning Florida-based company High Light Vapes from doing business in the state, after filing a lawsuit in January alleging the company deceptively marketed e-cigarettes to children.
The Ramsey County District Court order prohibits High Light Vapes, its owner, and a related entity from selling any products in Minnesota. The company must also pay a $50,000 penalty if it violates the terms of the order.
High Light Vapes had been marketing e-cigarettes disguised as colorful highlighters with flavors such as Strawberry Cheesecake, Sour Apple, and Blueberry Raspberry—products Ellison said were clearly designed to appeal to children and teens.
“Businesses that look to sell dangerous and addictive e-cigarette products to Minnesota’s youth are on notice—don’t do it,” Attorney General Ellison said. “I will not tolerate selling vaping products to appeal to young people in Minnesota.”
Lawsuit and Dangerous Marketing Tactics
Filed on January 16, 2025, the lawsuit accused High Light Vapes of deceptive and illegal practices, including marketing vapes as “stealthy” and ideal for “covert vaping in any setting.” The products were designed to closely resemble common school supplies, making them easily concealable by students.
The lawsuit also alleged that the company’s flavored disposable vapes, imported illegally from China, violated Minnesota’s tobacco delivery sale laws and consumer fraud statutes.
A promotional image used by High Light Vapes even carried the tagline “Vape the difference,” further suggesting a youth-oriented appeal through both appearance and language.
Ellison’s legal action comes just days after the U.S. Supreme Court unanimously upheld the FDA’s authority to regulate flavored e-cigarettes in FDA v. Wages & White Lion Investments. Ellison, part of a coalition of 19 attorneys general, filed an amicus brief supporting the FDA’s crackdown on illegal vaping products.
In the brief, Ellison and others highlighted the alarming health risks posed by high-nicotine e-cigarettes, particularly to youth, and stressed the need for strong federal oversight to prevent addictive products from flooding the U.S. market.
“While I am not optimistic that the Trump Administration will take action to address the vaping crisis, particularly in light of its dangerous cuts to the FDA, I urge it to do so,” Ellison said. “The FDA has a unique and important duty to deny marketing applications for addictive vaping devices that are appealing to children.”
Ongoing Efforts to Protect Minnesota Youth
This case is part of a broader campaign led by Ellison’s office to protect Minnesota’s children from illegal and harmful tobacco products. In January, his office launched an investigation into Minnesota-based e-cigarette company Loon. Last August, Ellison sent a warning letter to over 5,000 tobacco retailers and distributors, cautioning them about the state’s new deceptive vaping laws and urging compliance.
The Attorney General’s Office is encouraging the public to report any marketing or sale of illegal e-cigarettes in Minnesota by emailing vaping@ag.state.mn.us or completing the online report form on the Attorney General’s website.
Building on Success Against JUUL
The action against High Light Vapes follows Ellison’s successful 2019 lawsuit against JUUL Labs. In 2023, Minnesota reached a landmark settlement with JUUL, the largest per capita of its kind, holding the company accountable for marketing its products to minors.
Free Resources to Quit Nicotine
Ellison also emphasized that help is available for Minnesotans who want to quit nicotine:
- Teens (ages 13–17): My Life, My Quit offers free and confidential support. Text “Start My Quit” to 36072 or visit mylifemyquit.org.
- Adults: Quit Partner provides coaching, text support, and free nicotine patches or gum. Call 1-800-QUIT-NOW or visit quitpartnermn.com.
“This settlement is a win for our kids, for public health, and for Minnesota’s future,” Ellison said. “We will continue to hold companies accountable that profit off of addiction and deception.”
Comments