Juul Underage Nicotine Marketing and Advertising

Juul Nicotine Addiction Compensation

Juul Users Aged 24 and Younger who never used Tobacco Products prior to Juul and now find themselves addicted to Nicotine may be eligible to file a claim for compensation against Juul.

Juul Promoted Itself via Deceptive Marketing Targeting Teens and Kids

Juul bills itself as a way to help adult smokers quit. But  Juuls in particular are the beloved e-cig brand of the high school set; “Juuling” is all over teenage social media, and a University of Michigan survey even found that 1 in 4 high school seniors said they vaped in 2017, and a recent CDC report found that more than 20% of high school students used e-cigarettes in 2018, up from 11.7% the previous year.

Why is Juul so popular with kids?

  • Juul e-cigarettes are sleek, high tech and easy to hide. They look like USB flash drives and can be charged in the USB port of a computer. They don’t look anything like a traditional tobacco product.
  • A Juul is also small enough to fit in a closed hand. Juul comes in flavors that appeal to youth, including mango, fruit, creme, mint, menthol and cucumber. Research shows that flavors play a key role in youth use of tobacco products, including e-cigarettes.
  • Juul appears to deliver nicotine more effectively and at higher doses than other e-cigarettes, increasing users’ risk of addiction.
  • The manufacturer has claimed that each Juul “pod” (cartridge of nicotine liquid) contains as much nicotine as a pack of cigarettes. However, research has found that many young Juul users don’t know the product always contains nicotine, and many teens call use of the product “juuling,” indicating they may not realize it is an e-cigarette or tobacco product.

Juul sales have grown dramatically and now make up more than 70 percent of the U.S. e-cigarette market.

Juul and other e-cigarettes are addicting a new generation of kids and threaten the decades-long progress our nation has made in reducing youth tobacco use.

Juul’s marketing campaign suggests it targeted youth from its inception

The vape company Juul said it doesn’t target teens. Its early ads tell a different story. A new analysis of Juul’s marketing campaign suggests it targeted youth from its inception.

Juul, the Silicon Valley startup that’s taken over three-quarters of the US e-cigarette market, has repeatedly declared it is in the business of helping adult smokers quit tobacco. But a recent analysis of its early advertising campaign tells a very different story.

In a white paper, a team of researchers with Stanford Research Into the Impact of Tobacco Advertising have shared their study of the company’s marketing campaign between Juul’s launch in 2015 and fall 2018. They looked at thousands of Instagram posts, emails, and ads, and came to this searing conclusion: Juul’s marketing “was patently youth-oriented.” Juul also appeared to borrow directly from the tobacco industry playbook.

That’s an important finding, given that the youth vaping trend, which coincided with Juul’s explosion on the market, is viewed as a new public health crisis. A major national survey recently found that the number of high schoolers who used e-cigarettes in the past 30 days has increased by about 75 percent since 2017.

Juul Created Flavors Designed to be Popular with Kids

“We must take action now to protect the health of our nation’s young people.” US Surgeon General

Juul specifically created flavors that would be popular with the youth market and were designed to get people who had previously not used tobacco and nicotine products to start.

  • Mint
  • Mango
  • Fruit
  • Creme
  • Cucumber
  • Fruit Medley
  • Cool Mint
  • Menthol

Juul Informational Page

This is an information page about Juul and is related to potential lawsuits against Juul related to alleged underaged marketing and advertising and injuries. Juul is an American electronic cigarette company which spun off from Pax Labs in 2017. It makes the Juul e-cigarette, which packages nicotine salts from leaf tobacco into one-time use cartridges.

The Juul became the most popular e-cigarette in the United States at the end of 2017 and has a market share of 72% as of September 2018. Its widespread use by youth has triggered concern from the public health community and multiple investigations by the U.S. Food and Drug Administration. Given the high nicotine concentrations in Juul, the nicotine-related health consequences of its use by young people could be more severe than those from their use of other e-cigarette products.

Altria Group (formerly Philip Morris Companies), acquired a 35% stake in Juul Labs for $12.8 billion on December 20, 2018. Altria is the parent company of Marlboro, who holds more combustible cigarette market share than the next 7 brands combined. According to a Wall Street Journal report, Altria’s investment in Juul was pushed by the fact that many smokers were switching to the electronic variant and Altria’s own e-cigarette product, MarkTen, was not selling well.

Juul target audience – Juul alleges that it is not targeting children and teens and that it supports efforts to limit tobacco products to people under age 21.

UULpods are available in four different flavors: Virginia Tobacco, Classic Tobacco, Menthol, and Mint.

On JUUL.com, JUULpods cost $15.99 for a 4-pack. Local excise tax and/or shipping costs may differ depending on your region. Each 5% JUULpod contains approximately 0.7mL with 5% nicotine by weight (approx. 40 mg per pod based upon 59 mg/mL) at the time of manufacture. Each 3% JUULpod is designed to contain approximately 0.7mL with 3% nicotine by weight (approx. 23 mg per pod based upon 35 mg/mL) at time of manufacture.

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Juul Users Aged 24 and Younger who Never Used Tobacco Products prior to Juul and now find themselves addicted to Nicotine may be eligible to file a claim for compensation against Juul.

Find out if you or your child may qualify for compensation.

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