(Reuters] – On Tuesday, North Carolina Attorney-General Josh Stein opened a nationwide investigation into ecigarette maker Puff Bar. The probe was initiated due to concerns regarding youth marketing and child-friendly flavours.

Stein filed suit against Juul Labs Inc founders James Monsees, and Adam Bowen seeking civil damages and penalties. Stein claims that they participated in Juul’s marketing strategy to attract young people to its product.

Other companies producing tobacco-free cigarettes are also targeted in the probe, as well as retailers selling flavored ecigarettes throughout the state.

Puff Bar, a brand that sells disposable e-cigarettes in various flavors like “Blueberry Ice”, was not available to Reuters for comment.

The rise of teens using e-cigarettes is largely due to the popularity of Juul in 2017 and 2018. This led to a U.S. Food and Drug Administration ban on mint and fruit flavors beginning in 2020.

Stein stated that the market Juul had created is still there and that other companies have filled the void. According to federal survey data, the decline in Juul’s popularity in 2019 was countered by an increase in brand use in 2020.

Stein also asked Robert Califf, FDA Commissioner Nominee to establish industry-wide regulation on e-cigarette flavor.