TRENTON — Attorney General Matthew J. Platkin and the New Jersey Division of Consumer Affairs today announced that 19 retailers across the state have been issued violation notices and fined $4,500 each for allegedly selling flavored vapor products, which are prohibited in New Jersey. The enforcement actions come after a Division investigation uncovered the illegal sale of flavored electronic smoking devices, including varieties such as mint, candy, fruit and chocolate.

The products in question are known to be very popular among teenagers and children, and research suggests that their use has contributed to a resurgence of youth smoking. In response to this growing concern, Governor Phil Murphy signed a law in January 2020 banning the sale and distribution of all flavored vaping products except those flavored with tobacco, making New Jersey the first state in the country to enact a permanent ban on such products.

“Thanks to Governor Murphy, New Jersey has some of the strongest laws in the country to prevent the sale of flavored vape products that are particularly attractive to children, and we intend to enforce them,” said Attorney General Platkin. “As students across the state head back to school, we are sending a deterrent message to retailers. If you are caught selling these dangerous, prohibited products, you will be held accountable.”

The department launched its investigation into these illegal sales in June 2024. Through undercover purchases and inspections at stores in five counties, investigators identified several tobacco shops, convenience stores and joke shops that sold the prohibited products. Many of these stores were located near schools, parks and boardwalks, raising further concerns about their proximity to the youth population.

“The ban on flavor vaping devices is designed to protect New Jersey consumers – especially our youth – from the harmful effects of electronic cigarettes, nicotine and tobacco,” said Cari Fais, deputy director of the Division of Consumer Protection. “By identifying and taking action against retailers who sell these products illegally, we are protecting public health and fulfilling our responsibility to protect consumers from unlawful business practices.”

The NOVs allege that the retailers engaged in illegal practices under the New Jersey Consumer Fraud Act by offering and selling vaping products with a distinctive flavor. The defendants included, but were not limited to, the following retailers:

• The following retailers received NOVs:
• Aloha Convenience & Smoke LLC, Plainfield, NJ
• Cruz Grocery Store, Newark, NJ
• Shell Food Mart, Parlin, NJ
• Still the Dubb at Springfield Convenience Store, Irvington, NJ
• Supreme Cloud Smoke Shop, Sayreville, NJ
• Wacky Tobacco Smoke Shop, Asbury Park, NJ
• Spirit Gifts, Wildwood, NJ
• Spirit USA, Wildwood, NJ
• Genesis, Wildwood, NJ
• Via the Boardwalk, Wildwood, NJ
• Exotics, Wildwood, NJ
• Gift World, Wildwood, NJ
• High Society, Wildwood, NJ
• Gifts for Her, Wildwood, NJ
• Waves, Wildwood, NJ
• No Cap, Wildwood, NJ
• Golden Gate, Wildwood, NJ
• Smoke Factory, Wildwood, NJ
• Dolphin, Wildwood, NJ

The investigation was conducted by investigators from the Division of Consumer Protection, including Caroline Clark, Matthew Reilley, Kristen Reilley and others. The Attorney General’s Office emphasized its continued commitment to enforcing consumer protection laws, particularly those designed to prevent the illegal sale of e-cigarettes and related products to minors.

In a related matter, Attorney General Platkin announced New Jersey’s participation in a settlement between the states and e-cigarette maker JUUL Labs in December 2022. The settlement was the result of a two-year investigation into JUUL’s marketing practices, which were found to be aimed at young consumers.