New York Attorney General Letitia James. Photo: Spencer Platt/Getty Images

New York Attorney General Letitia James filed a suit on Tuesday against Juul Labs for allegedly preying on and misleading teenagers with its ads, and for failing to warn consumers about potential health risks associated with using its products.

The big picture: The lawsuit filed in New York County Supreme Court came just one day after California filed a similar suit against Juul for suggesting its e-cigarettes are a safer option than traditional cigarettes. In the past year, Juul has gone from exceeding its 2018 projections and becoming a venture capital fundraising machine to being regulators' favorite punching bag.

The suit alleges, “JUUL took a page from Big Tobacco’s playbook by engaging in deceptive business practices when marketing and advertising its products, and illegally sold its products to minors through its website and in third-party retail stores throughout the state, causing large numbers of New York youth to become addicted to nicotine.”

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