DC Non-Profit Files Lawsuit Against E-Cigarette Company QR Joy
WASHINGTON, DC – APRIL 29, 2025 – Today, Breathe DC filed a lawsuit against QR Joy, Inc. and QR Joy Fume, LLC in the Superior Court of the District of Columbia. The Complaint is on behalf of the general public of the District of Columbia, including District of Columbia consumers, and is brought under the District of Columbia Consumer Protection Procedures Act (“CPPA”), D.C. Code §§ 28-3901–13. This lawsuit challenges the deceptive marketing practices employed by QR Joy regarding the nicotine strength of its e-cigarettes sold under the brand name “Fume.”
Read the complaint here>
The complaint alleges that QR Joy misleads consumers with the use of “5%” nicotine labels that are ambiguous and lack transparency. The labels cause consumers to underestimate the nicotine potency of these vape products and believe that their use is unlikely to result in addiction.
In addition, the complaint alleges that QR Joy deliberately targets its marketing toward young people, a group particularly vulnerable to targeted advertising. This conduct is alleged to be deceptive, as individuals under the age of 21 are prohibited from purchasing e-cigarettes.
Despite this legal restriction on purchase age, young consumers in the District can easily purchase QR Joy’s product online due to the company’s failure to implement meaningful age verification measures. Many young users, once exposed, become addicted to nicotine and face substantial difficulty quitting due to its highly addictive nature.
Additionally, QR Joy markets and sells flavored Fume e-cigarettes in the District, despite these products being prohibited for sale under DC law. This practice misleads consumers into believing that flavored Fume vapes are legally available in the District.
Breathe DC, a 501(c)(3) nonprofit organization headquartered in the District of Columbia, works to end the devastating impact tobacco and nicotine products have on D.C. communities, especially communities with health disparities.
“Fume’s popularity, especially with youth, threatens the progress towards a nicotine and tobacco-free future,” says Lori A. Taylor, Executive Director of Breathe DC. “This lawsuit not only seeks to end Fume’s deceptive conduct, but to protect the most vulnerable people in the community.”
“E-cigarette companies’ shameless marketing to children cannot be allowed to continue,” said Chris Bostic, Policy Director of Action on Smoking and Health. “Nicotine dependence is a serious health issue, and we need to protect children against a lifetime of addiction.”
By filing this lawsuit, Breathe DC seeks to halt QR Joy’s deceptive and unlawful advertising practices in the District of Columbia. To learn more about Breathe DC’s work, please visit: breathedc.org.
BREATHE DC
Breathe DC is the only local Capital area non-profit organization exclusively dedicated to cleaner air and healthy breathing. The organization actively advocates for stronger laws and policies to safeguard healthy air and protect lungs from smoke, air pollution and allergens. Breathe DC public health programs empower adults and youth with lung diseases such as asthma to lead fuller, more active lives. https://breathedc.org
