Attorney General Matthew J. Platkin and the New Jersey Division of Consumer Affairs announced today that 19 retailers across the state have been issued Notices of Violation (NOVs) and fined $4,500 each for allegedly violating state consumer protection laws by selling flavored vapor products, which are banned in New Jersey.
The move comes just a week after the Howell Police Department said it took action against local stores breaking the law by selling illegal vapes.
The enforcement actions stem from a Division investigation into the illegal sale of flavored electronic smoking devices, including mint, candy, fruit, and chocolate flavors. These products are particularly appealing to teens and children, and their increasing use has contributed to a rise in youth smoking, reversing decades of progress in reducing adolescent smoking rates. In response to this growing issue, Governor Phil Murphy signed legislation in January 2020 prohibiting the sale of all vapor products with flavors other than tobacco, making New Jersey the first state to implement a permanent ban.
“Thanks to Governor Murphy, New Jersey has some of the strongest laws in the nation to prevent the sale of flavored vape products that are particularly attractive to kids, and we intend to enforce them,” said Attorney General Platkin. “As students across the state head back to school, we’re sending a message to retailers: If you are caught selling these dangerous, banned products, you will be held accountable.”
Acting Director of the Division of Consumer Affairs, Cari Fais, echoed the sentiment, stating, “The ban on flavored vaping devices is in place to protect New Jersey consumers—especially our youth—from the harmful effects of electronic cigarettes, nicotine, and tobacco. By identifying and taking enforcement action against merchants who illegally sell these products, we are protecting public health and fulfilling our responsibility to safeguard consumers from unlawful business practices.”
The investigation, which began in June 2024, involved undercover purchases and inspections at smoke shops, convenience stores, and gift and novelty retailers in five counties. Many of the identified retailers were located near schools, parks, and boardwalks in popular shore towns, further raising concerns about youth exposure.
The retailers cited for violations include:
- Aloha Convenience & Smoke LLC, Plainfield, NJ
- Cruz Grocery Store, Newark, NJ
- Shell Food Mart, Parlin, NJ
- Still the Dubb on Springfield Convenience Store, Irvington, NJ
- Supreme Cloud Smoke Shop, Sayreville, NJ
- Wacky Tobaccy Smoke Shop, Asbury Park, NJ
- Spirit Gifts, Wildwood, NJ
- Genesis, Wildwood, NJ
- Over the Boardwalk, Wildwood, NJ
- Exotics, Wildwood, NJ
- And several others, primarily located in Wildwood, NJ.
Each NOV issued by the Division alleges that the retailers engaged in the illegal sale of prohibited vapor products with characterizing flavors, constituting a violation of the New Jersey Consumer Fraud Act.
The investigation was conducted by a team of investigators from the Office of Consumer Protection, including Caroline Clark, Matthew Reilley, Kristen Reilley, Gregory Zeichner, and others.
Attorney General Platkin reaffirmed the state’s commitment to protecting consumers from illegal practices by e-cigarette sellers. He pointed to New Jersey’s participation in a multistate settlement in December 2022 following a two-year investigation into JUUL Labs, which accused the company of marketing its e-cigarettes to minors.
Consumers who believe they have been scammed or suspect any form of consumer abuse are encouraged to file a complaint with the Division of Consumer Affairs through its website or by calling 1-800-242-5846 (toll-free within New Jersey) or 973-504-6200.