America's biggest e-cigarette maker continues to face unrelenting regulatory pressure after being sued by New York state on Tuesday, for allegedly marketing its products to under-aged consumers.
San Francisco-based Juul Labs is accused of using deceptive and misleading marketing that has contributed to a youth vaping "epidemic".
Announcing the lawsuit on Tuesday, New York attorney general Letitia James said that the death of a 17-year-old boy in the Bronx, linked to vaping, had prompted her to file the case.
"As a result of all of their advertising, a significant number of young people thought that e-cigarettes were safe," Ms James said.
She said other companies that produce e-cigarettes could be pursued in the future, including one that partly owns Juul.
"I can't specify our legal strategy, but going forward, all individuals who are responsible for the destruction that has been caused in the state of New York, you can be assured this office will pursue those individuals and not be limited to any one particular company," James said.
Altria - which owns the Marlboro brand in the US - has a 35% stake in Juul, which it bought last December for $12.8bn (£10bn), valuing Juul at $38bn (£30bn).