Minnesota Attorney General Keith Ellison has filed a lawsuit against High Light Vapes, a Los Angeles-based e-cigarette manufacturer, for creating products that mimic highlighters. The lawsuit alleges the design is intended to appeal to school-age children by being easily concealable and featuring bright colors and kid-friendly flavors like strawberry cheesecake, sour apple, and magic fruit.
“My job as Attorney General is to protect Minnesotans — especially our children — when corporations try to harm us to make a profit,” Ellison said. “I will not allow any corporation to illegally manufacture, market, and sell dangerous and addictive e-cigarette products to Minnesota youth.”
The lawsuit, filed in Ramsey County District Court, seeks to ban the sale of High Light Vapes products in Minnesota and impose civil penalties for their distribution.
Ellison has also opened an investigation into The Loon, a Minnesota-based vape manufacturer, to determine whether it violated state laws against deceptive and youth-targeted marketing.
The Attorney General’s office notes that flavored disposable e-cigarettes, often imported illegally from China, have increased in the U.S. by 1,500% since 2020. Many companies fail to comply with FDA regulations, contributing to what Ellison calls a “flood” of unlawful products designed to hook younger users.
This is not Ellison’s first action against e-cigarette manufacturers. In 2023, Minnesota secured a $60.5 million settlement from Juul and Altria over deceptive vape marketing.
Sources: Minnesota Attorney General’s Office, January 17, 2025