In a significant development for the U.S. vaping industry, the manufacturers of the popular but unauthorized Elf Bar brand have agreed to a permanent injunction, ceasing the sale and shipment of all their flavored disposable vape products in California. This agreement is the culmination of a nearly two-year legal battle initiated by NJOY, LLC, the e-cigarette company owned by tobacco giant Altria Group. The lawsuit, filed in the U.S. District Court for the Southern District of California, accused multiple defendants involved in the manufacturing, distribution, and sale of flavored disposable vapes of engaging in unfair competition and violating federal law, thereby harming NJOY’s market for its legally authorized, tobacco-flavored products. This case and its resolution offer a fascinating look at the high-stakes legal strategies being employed to combat the flood of illicit flavored vapes in the United States.