How JUUL Targeted Teens and Contributed to the Vaping Epidemic

Since their debut, JUUL and other popular electronic cigarettes have appealed to teens with interesting and fun flavors, easily concealable devices, and marketing techniques that generated a culture around teen vaping and recreational nicotine use. Now, schools and parents across the country are calling for legislative and legal action against the companies that have contributed to the vaping epidemic.

Through social media marketing techniques and youth-oriented imagery and messaging, JUUL’s advertising actions appear to contradict its assertion that the product is for ‘adult smokers only’. Some argue that JUUL targeted teens and young adults and did not properly warn them of the harmful and addictive nature of nicotine use.

Records show that JUUL pushed their product onto young adults and teens on social media platforms like Instagram and Twitter. Additionally, JUUL attempted to appeal to a younger audience with flavors such as Mango, Cool Cucumber, and Crème Brule. To learn more about how JUUL targeted teens and contributed to the vaping epidemic, it is best to consult with a skilled attorney from our firm.

What is JUUL?

Founded in 2015, JUUL claimed to be a safer alternative to regular combustible cigarettes, designed by and for current adult smokers. The product incorporates a small and portable vaporizer device that turns liquid with nicotine into a flavored vapor that leaves no significant lingering smell or smoke.

The device, which looks similar to a USB drive, has grown in popularity over the years as ‘vaping’ and use of electronic cigarettes flourished in place of combustible cigarettes. While the device body itself can be recharged, the pod, or cartridge holding the liquid containing nicotine, must be purchased in packs of four. Each JUUL pod is roughly equivalent to 200 cigarette puffs or one pack of cigarettes.

While the smoking alternative was initially introduced as being less toxic than combustible tobacco products, e-cigarettes are not entirely ‘safe’. Early advertisements claimed JUUL was ‘safer’ than regular cigarettes, which aided in confusion and growing use across smoking and non-smoking demographics.

Vaping Epidemic

As of early October, there have been over 1,000 individuals diagnosed with lung injuries or diseases associated with vaping or using electronic cigarettes. There have been 26 deaths confirmed in over 20 states. Many of those who contracted the lung illness admitted to using vaping devices with filled with THC, the active component of marijuana, purchased from a black-market source. For some hospitalized users, this meant taking a discarded JUUL pod and refilling the cartridge with THC or other vaporizer liquid.

The Center for Disease Control (CDC) has recommended that individuals who use e-cigarettes discontinue use of any electronic cigarette with THC or tampered JUUL pods. While the specific cause for the lung injuries has not been discovered, there is a clear association between electronic cigarette products and the lung condition.

Lawsuits Against E-Cigarette Manufacturers

JUUL’s initial ad campaigns from 2015 depicted models 21+ with youthful styling and appeared to target a younger demographic. Now, with teenagers seeing adverse effects from a nicotine addiction at the hands of electronic cigarette brands like JUUL, many are seeking legal and legislative action.

Families are starting to file lawsuits against JUUL and other manufacturers saying that the companies unfairly targeted advertisements to minors and contributed to nicotine addictions in the uninformed group.

With growing use of JUUL by high schoolers on campuses, educational institutions are starting to deploy anti-vaping devices in bathrooms and school-wide assemblies depicting the harmful effects of electronic cigarette use. Parents are saying that this is a step in the right direction, but it is not enough to combat the growing vaping epidemic among teens and young adults.

Ask an Attorney about How JUUL Targeted Teens and Contributed to the Vaping Epidemic

Many young people have become victims of the deceptive marketing tactics utilized by JUUL. With more and more information coming out against the safety of electronic cigarettes, and the increased number of hospitalizations associated with vaping, some parents are calling for JUUL to compensate those with unwilling nicotine addictions.

If you or someone you love has been negatively affected by JUUL or another electronic cigarette company, whether through hospitalization or nicotine addition, consider seeking legal counsel. The experienced attorneys at Domnick Cunningham and Whalen are available to listen to your story and help you hold JUUL accountable.

Legal representation could help you understand your situation and the path moving forward if you chose to pursue a legal case against the negligent electronic cigarette manufacturer. Our compassionate attorneys would be familiar with how JUUL targeted teens and contributed to the vaping epidemic, and we could help you pursue the compensation you may be owed. Call us today to get started.