New York Attorney General Letitia James has filed a lawsuit against the electronic cigarette company JUUL.

James says JUUL engaged in deceptive marketing practices targeting minors, misled consumers and misrepresented the safety of JUUL products.

The AG says the practices contributed to the ongoing youth vaping epidemic in New York State.

"There can be no doubt that JUUL's aggressive advertising has significantly contributed to the public health crisis that has left youth in New York and across the country addicted to its products," said James. "By glamorizing vaping, while at the same time downplaying the nicotine found in vaping products, JUUL is putting countless New Yorkers at risk. I am prepared to use every legal tool in our arsenal to protect the health and safety of our youth."

JUUL currently represents 70 percent of the market share for e-cigarettes.

State law was recently changed, making it illegal to sell nicotine products, including e-cigarettes, to consumers who are under 21-year-old