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JUUL Marketing Practices and Teen Nicotine Addiction

JUUL is a brand of e-cigarette that first appeared on the market in 2015. Just two years later, it sold the most popular type of vape device. Unfortunately, the sales increased not just with adults but with youths as well. Although JUUL isn’t the only brand of e-cigarette, it has recently been the subject of various legal battles because of its marketing practices that appeared to be aimed at adolescents. Advertising to children and teens has started a new wave of nicotine addiction in the country’s youth.

JUUL’s Marketing Practices

JUUL has been accused of using advertising campaigns and methods that specifically targeted underage users. Many of their ads contained younger-looking models that teenagers could identify with. Additionally, the JUUL pods came in a variety of “fun” flavors such as watermelon, crème, strawberry, and bubble gum.

The company ran its colorful advertisements on a variety of social media platforms known to be frequented by youths. It also used influencers and influencer programs to market its vape devices. When James Monsees, Co-Founder and Chief Product Officer of JUUL, was questioned about this at a hearing, he said he would give his response in writing.

During a hearing, Dr. Robert Jackler, Professor at Stanford University School of Medicine, said that although teens tried to purchase JUUL products online and were denied, the company sent them follow-up emails welcoming them to JUUL. The messages also contained discounts for starter kits.

JUUL’s vape products are shaped like USB flash drives, which allow teens to inconspicuously carry them around. Many minors take the devices to school and use them on campus, including in classrooms and bathrooms.

The U.S. Food and Drug Administration (FDA) recently sent a letter to JUUL requesting more information about its marketing practices.

JUULing by Youths

Although JUUL has denied marketing to younger consumers, there has been an increase in use among teens. According to a survey conducted by the National Institutes of Health, 18% of 8th graders and 33% of 10th graders have said they have vaped – or juuled, as its often referred to. Surgeon General Jerome Adams issued a statement that vaping was an epidemic among teenagers.

Health Risks Associated with Using a JUUL Device

A JUUL device is an e-cigarette that heats up and vaporizes a liquid contained in a pod. The user inhales the vapor, taking in various chemicals.

JUUL pods contain several different substances, including:

  • Glycerol
  • Propylene glycol
  • Flavoring
  • Nicotine
  • Benzoic acid

Despite the company’s claims that their vapes were less risky than other tobacco products, which the FDA issued a warning letter to JUUL about, these substances are not harmless.

When a user inhales the vapor, they pull deep into their lungs fine particles that can get lodged inside and cause breathing issues and other health conditions. Some of the chemicals in the e-liquid have been known to cause lung disease and cancer.

Another issue concerning JUUL devices and teen use is nicotine addiction. A JUUL pod contains between 23mg and 40mg of nicotine, and users can get about 200 puffs from a pod. That equates to smoking about 20 cigarettes. Nicotine is known to be a highly addictive substance that can stunt brain development in younger people.

Nicotine addiction has been associated with numerous health conditions, including:

  • Lung cancer
  • Emphysema
  • Leukemia
  • Stroke
  • Diabetes
  • Seizures

Recently, a 15-year-old girl and her family initiated a lawsuit against JUUL, claiming that the company’s marketing strategies caused her to become addicted to nicotine. She said she began using the device at age 14 and was hooked one year later. As a result, she is now prone to seizures.

For Legal Representation, Contact Martin Jean & Jackson

When a company knowingly markets a product that can cause injury to consumers, they could be held liable for damages. If you or a loved one used a JUUL device and suffered harm, you may be entitled to pursue a lawsuit against the company.

These types of cases can be complex matters that require thorough research and adept handling. Our lawyers are here to provide the guidance you need to effectively navigate your case. We have more than a century of combined experience and have successfully obtained millions of dollars in verdicts and settlements for past clients. When you retain our services, we will extensively review your circumstances to build a unique legal strategy and seek just compensation on your behalf.

Get the dedicated legal advocacy you need by calling us at or contacting us online.