A group of 25 attorneys general and the City of New York have called on Shopify Inc. to strengthen its efforts against the sale of illegal e-cigarette products on its platform. The coalition sent a letter to Shopify, headquartered in Ottawa, Canada, asking for collaboration to develop solutions that would prevent merchants from using the company’s services to sell unauthorized tobacco products.
Shopify markets itself as “a commerce platform that helps you sell online and in person,” noting that it enables “entrepreneurs, retailers, and global brands” to manage sales and grow their businesses. While Shopify already prohibits unlawful activities on its platform, the coalition pointed out that some merchants continue selling illegal e-cigarettes through its services.
“Today, I am calling on Shopify to clean up its act and stop selling illegal e-cigarettes on their platform,” said Attorney General Ellison. “In Minnesota, we’ve seen firsthand the harm that e-cigarettes can cause, especially to young people. I will not allow e-cigarette manufacturers or platforms that sell them to violate our laws and put Minnesotans’ health at risk. That’s why I sued JUUL for targeting and addicting a generation of young people, it’s why I banned High Light Vapes from Minnesota for selling e-cigarettes that look identical to highlighters, and it’s why I’m putting Shopify on notice today. I sincerely hope we can work together to address this issue on their platform.”
E-cigarettes are regulated because they are highly addictive and pose health risks, especially for youth. Federal law requires every new tobacco product—including e-cigarettes—to receive authorization from the Food and Drug Administration (FDA) before being marketed or sold in the United States. So far, only 39 e-cigarette products have received FDA approval; all approved products are either tobacco- or menthol-flavored.
Products lacking FDA approval are considered “adulterated,” making their interstate sale unlawful under federal law.
States participating in the coalition have also enacted local regulations aimed at limiting youth access to these products. For instance, Minnesota passed a law in 2024 banning advertising or sales of e-cigarettes resembling candy or school supplies—items often marketed toward minors.
Attorney General Ellison has taken legal action against individual companies over such issues. In December 2019 he filed suit against JUUL Labs for allegedly marketing harmful products directly at young people; Altria Group was later added as a defendant. The case resulted in a $60.5 million settlement in May 2023—the highest per capita settlement any state reached with JUUL and Altria—with funds dedicated to smoking cessation programs targeting youth.
In January 2025 Ellison also sued High Light Vapes for selling devices designed to resemble highlighters so students could conceal them at school; by April he had reached an agreement barring the company from doing business in Minnesota.
On August 29, 2024 Attorney General Ellison sent letters warning more than 5,000 tobacco distributors and retailers about potential violations involving unauthorized flavored tobacco products intended for youth appeal under Minnesota’s deceptive vapor law.
The recent letter urging action from Shopify was co-led by California Attorney General Rob Bonta along with participation from attorneys general representing Arizona, Connecticut, Delaware, District of Columbia, Hawaii, Illinois, Indiana, Maine, Maryland, Massachusetts, Michigan, New Mexico, New York State (and City), North Carolina, Ohio, Oregon, Pennsylvania, Rhode Island, Utah,Vermont Washington Wisconsin—and Puerto Rico.
