Juul

In 2005, two former cigarette smokers, Adam Bowen and James Monsees, met while they were graduate students in product-design at Stanford University and developed an e-cigarette called Ploom.{{cite magazine|last=Tolentino |first=Jia |author-link=Jia Tolentino |url=https://www.newyorker.com/magazine/2018/05/14/the-promise-of-vaping-and-the-rise-of-juul |title=The Promise of Vaping and the Rise of Juul |magazine=The New Yorker| date=May 14, 2018 |access-date=September 1, 2018}} By 2007, they started a business with the same name. In 2015, the company sold Ploom, changed their name to Pax Labs, and developed Juul.{{Cite news|url=https://www.nytimes.com/2019/11/23/health/juul-vaping-crisis.html|title=How Juul Hooked a Generation on Nicotine|last1=Creswell|first1=Julie|date=November 23, 2019|work=The New York Times|access-date=January 14, 2020|last2=Kaplan|first2=Sheila|issn=0362-4331}} Juul Labs, Inc. was founded on May 22, 2015.{{cite web|url=https://www.wdfi.org/apps/CorpSearch/Details.aspx?entityID=P065739&hash=2104944145&searchFunctionID=3f8cb1fd-2fec-4980-9102-e8fe7e16a986&type=Simple&q=Juul|title=Juul Labs, Inc. (P065739)|website=Wisconsin Department of Financial Institutions|access-date=May 10, 2019}} The Juul electronic cigarette was introduced by Pax Labs in June 2015.

In July 2017, Juul Labs was spun out of PAX Labs as an independent company, with Tyler Goldman, former CEO of PAX Labs, named as CEO of Juul after the spin-off. In December 2017, Goldman was replaced by Kevin Burns. Co-founder James Monsees worked as Chief Product Officer and board member at Juul. Co-founder Adam Bowen worked as Chief Technology Officer and board member at Juul.{{Cite web|url=https://www.cnbc.com/2019/10/29/juul-ousts-executives-names-new-cfo-amid-shakeup-at-the-embattled-e-cigarette-company.html|title=Juul names new CFO amid management shake-up, several top executives are out|last=LaVito|first=Angelica|date=October 29, 2019|publisher=CNBC|access-date=January 14, 2020}} Other board members include Nicholas Pritzker, whose family owned chewing tobacco giant Conwood, Riaz Valani, and Hoyoung Huh.{{cite news|url=https://www.cnbc.com/2017/12/19/juul-labs-raising-150-million-in-debt-after-spinning-out-of-pax.html|title=E-cigarette maker Juul is raising $150 million after spinning out of vaping company|first=Ari|last=Levi|publisher=CNBC|date=December 19, 2017}}

The company grew from 200 employees in September 2017{{cite news|last1=Yakowicz|first1=Will|title=Inside Juul: The Most Promising, and Controversial, Vape Company in America|url=https://www.inc.com/will-yakowicz/2018-private-titans-juul-labs-vaporizer-nicotine-electronic-cigarettes.html|access-date=September 26, 2018|work=Inc.com|date=September 24, 2018}} to 1,500 by the end of 2018. {{As of|2018|07}}, the Juul e-cigarette is manufactured in Shenzhen, China{{cite news|last1=Liao|first1=Allen|title=Chinese E-cigarette Makers Shift to Domestic Markets|url=http://www.tobaccoasia.com/features/chinese-e-cigarette-makers-shift-to-domestic-markets/|access-date=February 29, 2016|work=Tobacco Asia|date=September 1, 2015}} while the pods are made in the United States.{{cite news |last1=Zaleski |first1=Olivia |title=As Juul Flies High With New Funding, Vapes Become a Target |url=https://www.bloomberg.com/news/articles/2018-07-10/as-juul-flies-high-with-new-funding-vapes-become-a-target |access-date=October 4, 2018 |work=Bloomberg |date=July 10, 2018}} Pods are also referred to as "vape juice."{{Cite web|title=Quick Facts on the Risks of E-cigarettes for Young People|url=https://www.cdc.gov/tobacco/basic_information/e-cigarettes/Quick-Facts-on-the-Risks-of-E-cigarettes-for-Kids-Teens-and-Young-Adults.html|last=CDC|date=February 3, 2020|website=Centers for Disease Control and Prevention|language=en-us|access-date=May 9, 2020}}

In July 2018, Juul raised $650 million, giving it a valuation of $15 billion. On December 20, 2018, Altria, one of the world's largest cigarette manufacturers, bought 35% of Juul for $12.8 billion. According to Wells Fargo, the deal valued Juul Labs at $38 billion. At the time, Juul had an annual revenue of about $2 billion.{{Cite news|url=https://www.wired.com/story/juul-sheds-anti-smoking-cred-embraces-big-tobacco/|title=Juul Sheds Its Anti-Smoking Cred and Embraces Big Tobacco|magazine=Wired|access-date=January 14, 2020|issn=1059-1028}} Juul bought a building in San Francisco in 2019 for almost $400 million.{{cite news |first1=Catherine |last1=Ho |first2=Roland |last2=Li |url=https://www.sfchronicle.com/business/article/Juul-shrinking-and-under-fire-may-sell-SF-14853486.php |title=Juul, shrinking and under fire, may sell SF office tower it just bought |work=San Francisco Chronicle |date=November 21, 2019}}

In April 2018, former Massachusetts Attorney General Martha Coakley joined Juul, working in the government affairs team to coordinate lobbying for the product, while advocating against underage usage.{{cite news |last=Enwemeka |first=Zeninjor |url=https://www.wbur.org/commonhealth/2019/04/02/coakley-juul-job |title=Former Mass. AG Coakley Joins E-Cigarette Company Juul |work=WBUR-FM |date=April 2, 2019 |access-date=April 4, 2019 }} Ethical questions have been raised about Coakley's lobbying for the industry considering her former position as attorney general and the accusations of Juul marketing to youth.{{cite news |last1=Lucas |first1=Peter |title=Democrats Smoking Hot Over Martha Coakley's Juul Move |url=https://www.bostonherald.com/2019/04/10/dems-smoking-hot-over-martha-coakleys-juul-move/ |access-date=June 22, 2020 |publisher=Boston Herald |date=April 10, 2019}}{{cite news |last1=Editorial |title=Former AG Martha Coakley's Juul Defense Another Gem of a Decision |url=https://www.lowellsun.com/2020/03/11/former-ag-martha-coakleys-juul-defense-another-gem-of-a-decision/ |access-date=June 22, 2020 |publisher=The Lowell Sun |date=March 11, 2020}}

In October 2018 Juul Labs, Inc. purchased VMR Products LLC, the parent company of V2 e-cigarettes in a $75 million deal.{{cite press release |title=Turning Point Brands, Inc. Announces Third Quarter 2018 Results |date=November 7, 2018 |publisher=Turning Point Brands, Inc. |url=https://www.marketwatch.com/press-release/turning-point-brands-inc-announces-third-quarter-2018-results-2018-11-07 |via=MarketWatch |access-date=October 2, 2019 |url-status=dead |archive-url=https://web.archive.org/web/20190810212932/https://www.marketwatch.com/press-release/turning-point-brands-inc-announces-third-quarter-2018-results-2018-11-07 |archive-date=August 10, 2019}} VMR Products LLC was an electronic cigarette company that marketed brands of e-cigarettes and vaporizers, including V2, V2 Pro, Vapor Couture and Vapour2.{{cite web |last=Whelan |first=Robbie |date=June 12, 2015 |title=E-Cigarettes Maker Models Supply Chain on Electronics Industry |url=https://www.wsj.com/articles/e-cigarettes-maker-models-supply-chain-on-electronics-industry-1434119233 |access-date=July 23, 2015 |work=The Wall Street Journal}}{{cite web |date=March 17, 2014 |title=VMR Rolls Out Vapor Couture, an E-Cig For Women | Media |url=http://adage.com/article/media/vmr-rolls-vapor-couture-e-cig-women/292166/ |access-date=July 23, 2015 |work=Advertising Age}}{{cite web |date=July 31, 2014 |title=V2 Pro Vaporizer Review: A Marvelous Magnetic Vape Pen | Gizmodo India |url=http://www.gizmodo.in/news/V2-Pro-Vaporizer-Review-A-Marvelous-Magnetic-Vape-Pen/articleshow/39319724.cms |url-status=dead |archive-url=https://web.archive.org/web/20150728102808/http://www.gizmodo.in/news/V2-Pro-Vaporizer-Review-A-Marvelous-Magnetic-Vape-Pen/articleshow/39319724.cms |archive-date=July 28, 2015 |access-date=July 23, 2015 |publisher=Gizmodo.in}}{{cite web |title=Varney & Co. |url=http://www.foxbusiness.com/on-air/varney-co/index.html#/v/3352282589001 |work=Fox Business}}{{cite web |last=Mann |first=Joseph |date=October 14, 2013 |title=V2 Cigs: S. Florida company's sales are smoking hot |url=http://www.miamiherald.com/2013/10/13/3684673/v2-cigs-s-florida-companys-sales.html |url-status=dead |archive-url=https://web.archive.org/web/20140603105824/http://www.miamiherald.com/2013/10/13/3684673/v2-cigs-s-florida-companys-sales.html |archive-date=June 3, 2014 |access-date=July 23, 2015 |website=The Miami Herald}} A few years prior to the acquisition, VMR was described as "the market leader in online sales of e-cigs".{{cite magazine |last=Gray |first=Eliza |date=July 11, 2014 |title=Reynolds American-Lorillard Tobacco Merger Would Unite 2 E-Cig Brands |url=https://time.com/2977718/tobacco-e-cig-merger/ |access-date=July 23, 2015 |magazine=Time}}{{cite web |last=Hyde |first=Dan |date=February 16, 2015 |title=Smokers lose passion for e-cigarettes as sales stall |url=https://www.telegraph.co.uk/news/shopping-and-consumer-news/11416418/Smokers-lose-passion-for-e-cigarettes-as-sales-stall.html |access-date=July 23, 2015 |work=The Daily Telegraph}} It was reported that Juul's rationale for the acquisition of VMR products was to gain access to the Chinese market.{{cite web |title=V2 Cigs is Closed: Find Compatible and Similar Vapes |url=https://vaping360.com/vape-life/v2-cigs-closed/ |access-date=October 3, 2019 |website=Vaping360}} VMR Products was owned at the time by Huabao International Holdings.

On June 13, 2019, United States House of Representatives launched an investigation into the Juul Labs, looking into the business deal with Altria, social media and advertising practices, and communications. The investigation was spearheaded by Illinois Representative Raja Krishnamoorthi, chairman of the Oversight Subcommittee on Economic and Consumer Policy.{{cite news |last=Corbett |first=Erin |url=http://fortune.com/2019/06/13/juul-labs-investigation-democrats/ |title=House Democrats Launch Investigation Into E-Cigarette Company Juul |work=Fortune |date=June 13, 2019 |access-date=June 14, 2019 }} The subcommittee found that "Juul appears to be violating FDA regulations against making unapproved express and implied claims that its product helps users stop smoking cigarettes and is safer than cigarettes".{{cite web |title=Subcommittee Chairman Krishnamoorthi Urges FDA To Evaluate Juul Labs' False Medical Claims About E-Cigarettes |url=https://krishnamoorthi.house.gov/media/press-releases/subcommittee-urges-fda-evaluate-juul-labs-false-medical-claims-about-e |website=United States Congressman Raja Krishnamoorthi |access-date=October 10, 2019 |date=September 5, 2019}}

On September 25, 2019, it was announced that Kevin Burns was stepping down as CEO and K.C. Crosthwaite, the Chief Growth Officer for Altria, would be taking over the role.{{Cite web |last=Isidore |first=Chris |date=September 25, 2019 |title=Juul CEO is out, and it stops all advertising as vaping crisis escalates |url=https://www.cnn.com/2019/09/25/business/juul-ceo-resigns/index.html |access-date=September 26, 2019 |publisher=CNN}} In October 2019, it was reported that Juul planned to lay off approximately 500 workers by the end of 2019.{{cite web |first=Ganesh |last=Setty |url=https://www.cnbc.com/2019/10/28/juul-plans-to-cut-about-500-jobs-by-the-end-of-the-year-report-says.html |title=Juul plans to cut about 500 jobs by the end of the year |publisher=CNBC |date=October 28, 2019}} In October 2019, a number of executives departed the company including Chief Financial Officer Tim Danaher, Chief Administrative Officer Ashley Gould, Chief Marketing Officer Craig Brommers, and Senior Vice President of advanced technologies David Foster.{{cite web|url=https://www.thestreet.com/investing/stocks/juul-names-new-cfo-plans-job-cuts-as-ceo-continues-shakeup-15145094|title=Juul Names New CFO, and Is Said to Plan Job Cuts, as CEO Continues Shakeup|last=Weil|first=Dan|date=October 29, 2019|website=TheStreet|access-date=October 30, 2019}}

On October 31, 2019, Altria announced that it was writing down $4.5 billion of the investment it had made in Juul.{{Cite web|url=https://www.cnbc.com/2019/10/31/altria-writes-down-juul-investment-by-4point5-billion.html|title=Altria writes down investment in troubled e-cigarette maker Juul by $4.5 billion|last=LaVito|first=Angelica|date=October 31, 2019|publisher=CNBC|access-date=October 31, 2019}} Altria cut Juul's valuation to approximately $10 billion in October 2020,{{Cite news|last=Maloney|first=Jennifer|date=October 29, 2020|title= Juul Cuts Valuation to $10 Billion|language=en-US|work=Wall Street Journal|url=https://www.wsj.com/articles/juul-cuts-valuation-to-10-billion-11603994473|access-date=April 16, 2021|issn=0099-9660}} $4.3 billion by March 2021,{{Cite web|title=Altria Reports 2021 First-Quarter Results; Reaffirms 2021 Earnings Guidance; Acquires Remaining 20% of Global on! Business|url=https://investor.altria.com/press-releases/news-details/2021/Altria-Reports-2021-First-Quarter-Results-Reaffirms-2021-Earnings-Guidance-Acquires-Remaining-20-of-Global-on-Business/default.aspx|access-date=November 18, 2021|website=investor.altria.com|language=en-US}} $1.6 billion by March 2022,{{Cite web |date=April 28, 2022 |title=CORRECTING and REPLACING...Altria Reports 2022 First-Quarter Results; Reaffirms 2022 Full-Year Earnings Guidance |url=https://www.businesswire.com/news/home/20220427005574/en/CORRECTING-and-REPLACING...Altria-Reports-2022-First-Quarter-Results-Reaffirms-2022-Full-Year-Earnings-Guidance |access-date=June 16, 2022 |website=www.businesswire.com |language=en}} and $450 million in July 2022 (3.5% of the original valuation).{{Cite web |title=Altria's $13 billion Juul investment has lost 95% of its value |url=https://www.cnbc.com/2022/07/28/altrias-13b-juul-investment-has-lost-95percent-of-its-value.html |access-date=2022-09-12 |website=CNBC |date=July 28, 2022 |language=en}}

On January 25, 2020, it was announced that Grant Winterton, president of operations in Europe, Middle East and Africa, and Ken Bishop, president of operations in Asia-Pacific South, were both leaving Juul as it sought to cut $1{{Nbsp}}billion in costs.{{Cite web |last=Marlys |first=Marielle |date=February 25, 2020 |title=Juul is losing two top executives amid global cost-saving restructuring |url=https://www.cnbc.com/2020/02/25/juul-losing-two-top-executives-amid-global-cost-saving-restructuring.html |access-date=March 1, 2020 |publisher=CNBC}} Winterton was reported to have organized expensive events paid for by the company.{{Cite web |date=February 25, 2020 |title=Juul Is Forcing Out Two Top Executives And Laying Off Global Staff |url=https://www.buzzfeednews.com/article/stephaniemlee/juul-international-reductions |access-date=March 1, 2020 |website=BuzzFeed News}}

K. C. Crosthwaite has been CEO of Juul since 2019. Adam Bowen is the founder and Chief Technology Officer and James Monsees founder and Chief Product Officer.{{cite report |url=https://sccefile.scc.virginia.gov/F1972902/AnnualReport |title=2018 Annual Report |date=August 31, 2018 |publisher=State Corporation Commission |docket=F1972902 |access-date=September 28, 2018}} In March 2020, it was reported that Monsees was planning to step down from his role at the company. He would also be stepping down as an adviser and board member.{{Cite news |date=March 12, 2020 |title=Juul Co-Founder Monsees Steps Down as Adviser, Board Member |url=https://www.bloomberg.com/news/articles/2020-03-12/juul-co-founder-monsees-steps-down-as-adviser-board-member |access-date=March 15, 2020 |work=Bloomberg.com |language=en}}

Jose Luis Murillo is the Chief Regulatory Officer of Juul. His previous position was Senior Vice President, Regulatory Affairs at Altria.{{Cite web |last=Rivas |first=Teresa |title=Altria Veterans Are Taking Key Spots at Juul |url=https://www.barrons.com/articles/altria-vaping-juul-murillo-crosthwaite-fda-deaths-51570031465 |access-date=October 2, 2019 |website=barrons.com}}

Current company investors include Tiger Global Management, mutual fund firm Fidelity Investments, and Tao Capital.{{cite news|url=https://www.wsj.com/articles/juul-raises-650-million-in-funding-that-values-e-cig-startup-at-15-billion-1531260832|title=Juul Raises $650 Million in Funding That Values E-Cig Startup at $15 Billion|last=Maloney|first=Jennifer|date=July 10, 2018 |work=The Wall Street Journal|access-date=September 1, 2018 |issn=0099-9660}} In June 2018, Juul reportedly raised $1.2 billion in a financing round that valued the company at more than $16 billion.{{cite news|last=Zaleski|first=Olivia|date=June 29, 2018|title=E-Cigarette Maker Juul Labs Is Raising $1.2 Billion|publisher=Bloomberg News|url=https://www.bloomberg.com/news/articles/2018-06-29/e-cigarette-maker-juul-labs-is-raising-1-2-billion}} Around the same time TPG Capital declined to invest in Juul due to ethical concerns.{{cite news |last1=Shen |first1=Lucinda |title=Here's Why TPG Turned Down Vaping Startup Juul |url=http://fortune.com/2019/01/10/tpg-juul-pods-stock-investing-vape/ |access-date=March 24, 2019 |work=Fortune |date=January 10, 2019}}

Altria Group (formerly Philip Morris Companies{{cite web|url=https://arstechnica.com/science/2019/10/juul-halts-sales-of-some-flavors-but-not-the-ones-teens-use-most/|title=Juul halts sales of some flavors – but not the ones teens use most|first=Beth |last=Mole |work=Ars Technica|date=October 17, 2019}}), acquired a 35% stake in Juul Labs for $12.8 billion on December 20, 2018.{{cite news |url=https://www.nytimes.com/2018/12/19/health/juul-altria-e-cigarettes.html |title=Juul May Get Billions in Deal With One of World's Largest Tobacco Companies |last1=Richtel |first1=Matt|date=December 19, 2018 |work=The New York Times|access-date=December 20, 2018|last2=Kaplan|first2=Sheila|issn=0362-4331}} Altria is the largest tobacco company in the United States. 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.{{cite news |title=Why Marlboro Maker Bet on Juul, the Vaping Upstart Aiming to Kill Cigarettes |url=https://www.wsj.com/articles/why-marlboro-maker-bet-on-juul-the-vaping-upstart-aiming-to-kill-cigarettes-11553313678 |first1=Jennifer |last1=Maloney |first2=Dana |last2=Mattioli |access-date=March 24, 2019 |work=The Wall Street Journal |date=March 23, 2019}} Critics have cited the acquisition as proof that the vaping industry and "Big Tobacco," the latter of which long denied the link between smoking and health complications, are increasingly one and the same.{{Cite news|url=https://www.theguardian.com/society/2019/sep/10/juul-is-the-new-big-tobacco-wave-of-lawsuits-signal-familiar-problems|title=Is Juul the new big tobacco? Wave of lawsuits signal familiar problems|last=Glenza|first=Jessica|date=September 10, 2019|work=The Guardian}} Shortly after the deal, which also allowed Juul to be sold in more places, then FDA Commissioner Scott Gottlieb called out the combined company for "deviating from the representation that they already made to the agency about steps they are taking to restrict their products in a way that will decrease access to kids."{{Cite web|url=https://www.businessinsider.com/fda-calls-out-juul-altria-e-cigs-reneging-promises-teen-vaping-2019-2|title=The FDA just called out e-cig startup Juul and tobacco giant Altria for backing away from a pledge to fight teen vaping|last=Brodwin|first=Erin|date=February 8, 2019|website=Business Insider}}

File:Young girl holding her juul and vaping (44614233182).jpg

The Juul e-cigarette looks similar to a USB flash drive,{{cite web|url=https://www.cdc.gov/tobacco/basic_information/e-cigarettes/factsheet/index.html|title=E-cigarettes Shaped Like USB Flash Drives: Information for Parents, Educators and Health Care Providers|publisher=Centers for Disease Control and Prevention|date=April 23, 2020}}{{cite journal|last1=Singh|first1=Sareen|last2=Windle|first2=Sarah B.|last3=Filion|first3=Kristian B.|last4=Thombs|first4=Brett D.|last5=O'Loughlin|first5=Jennifer L.|last6=Grad|first6=Roland|last7=Eisenberg|first7=Mark J.|title=E-cigarettes and youth: Patterns of use, potential harms, and recommendations|journal=Preventive Medicine|volume=133|year=2020|pages=106009|issn=0091-7435|doi=10.1016/j.ypmed.2020.106009|pmid=32027913|s2cid=211045222|url=https://escholarship.mcgill.ca/concern/articles/r781wn17s }} and it is recharged using a magnetic USB dock.

Juul e-cigarettes use nicotine salts (protonated nicotine) rather than free-base nicotine as used in most previous generations of e-cigarettes.{{cite news|url=https://vapenews.com/vape-news/new-product-pax-labs-introduces-e-cigarette-juul/|title=New Product: Pax Labs Introduces E-Cigarette Juul|last=Stahr|first=Alyssa|work=Vape News|date=June 5, 2015|access-date=June 22, 2018|archive-url=https://web.archive.org/web/20190715061437/https://vapenews.com/vape-news/new-product-pax-labs-introduces-e-cigarette-juul/|archive-date=July 15, 2019|url-status=dead}} The nicotine is derived from tobacco. Juul received a US patent for its nicotine salt preparation in 2015.{{cite news|url=https://theslanted.com/2015/12/21876/pax-secures-patent-for-nicotine-salt-e-cigarette/|title=PAX secures patent for "Nicotine Salt E-Cigarette"|first=Sean|last=Thomas|work=The Slanted|date=December 22, 2015|access-date=June 22, 2018|archive-date=November 8, 2020|archive-url=https://web.archive.org/web/20201108104221/https://theslanted.com/2015/12/21876/pax-secures-patent-for-nicotine-salt-e-cigarette/|url-status=dead}} The nicotine salts are said to create an experience more like smoking than other e-cigarettes on the market,{{cite web| url = https://techcrunch.com/2015/04/21/pax-juul/| title = Vaporization Startup Pax Labs Introduces Juul, Its Next-Gen E-Cigarette| date = April 20, 2015 | first = Ryan| last = Lawler| work = TechCrunch| access-date = February 26, 2016 }} as Juul attempts to deliver a nicotine peak in five minutes, similar to a traditional cigarette.

The nicotine salts reduce the harshness of the Juul aerosol as compared to tobacco smoke.{{cite journal|last1=Sam Wong|date=November 10, 2018|title=How worrying is it that more and more teens are using e-cigarettes?|url=https://www.newscientist.com/article/mg24032034-400-how-worrying-is-it-that-more-and-more-teens-are-using-e-cigarettes/|journal=New Scientist}} The protonated nicotine formulation of nicotine salts has been described as problematic because it seemingly allow users to inhale much higher nicotine concentrations than they would otherwise be able to. Each cartridge (called a Juul pod or "JUULpod") contains about the same amount of nicotine as one pack of cigarettes{{cite web| title = Juul is the e-cig that will finally stop me from smoking (I hope)| first = Aaron | last=Souppouris| work = Engadget| date = June 3, 2015 | access-date = September 10, 2015 | url = https://www.engadget.com/2015/06/03/pax-labs-juul-e-cigarette/}} and delivers approximately 200 puffs.

The amount of nicotine in each cartridge – 59 mg/ml in the United States, limited to 20 mg/ml in the European Union – is substantially more than the majority of e-cigarettes on the market. In August 2018, Juul introduced pods in 3 percent strengths for its mint and Virginia tobacco flavors.{{cite news |last1=LaVito |first1=Angelica |title=Leading e-cig maker Juul to sell lower-nicotine pods as scrutiny ratchets higher |url=https://www.cnbc.com/2018/07/11/juul-to-introduce-lower-nicotine-pods-for-some-of-its-flavors.html |access-date=September 28, 2018 |publisher=CNBC |date=July 12, 2018}} This is equivalent to 30 mg/ml. Each cartridge contains propylene glycol, glycerin, flavorings, and nicotine salts.{{Cite web| title = Why The Panic Over Juul And Teen Vaping May Have Deadly Results| last = Satel | first = Sally| work = Forbes| date = April 11, 2018| access-date = June 22, 2018| url = https://www.forbes.com/sites/sallysatel/2018/04/11/why-the-panic-over-juul-and-teen-vaping-may-have-deadly-results/}} Juul pods came in eight flavors until late 2019, of which mango was the most popular.{{Cite web|title=Juul Officially Stops Selling Flavored Pods Until the FDA Approves Them|url=https://observer.com/2019/10/juul-flavored-pods-not-selling-fda-approval/|date=October 21, 2019|website=Observer|language=en-US|access-date=May 9, 2020}} A Juul starter kit sells for about $50.{{cite news |last=Wisniewski|first=Christie|url=http://www.recorder.com/Experts-talk-about-teen-vaping-16937687|title=Vaping, juuling latest threats to teen, pre-teen health|work=The Recorder|date=April 18, 2018}}

Joel Johnson of Co.Design described the nicotine intake as "eye-widening" and its aesthetics as "demure".{{cite web| title = This Is The Keurig Of Vaping, And I Love It| first = Joel | last = Johnson | work = Co.Design| date = April 7, 2017 | access-date = May 17, 2017 | url = https://www.fastcodesign.com/90109059/this-is-the-keurig-of-vaping-and-i-love-it}} Upon initial release, Ben Radding of Men's Fitness called Juul the "iPhone of E-cigs."{{cite web| title = Pax Juul: The iPhone of E-cigs?| first = Ben | last = Radding | work = Men's Fitness| date = June 2015 | access-date = May 17, 2017 |url=http://www.mensfitness.com/life/gearandtech/pax-juul-iphone-e-cigs}} The comparison to the iPhone and other Apple products has been made by many other commentators.{{cite news |last1=LaVito |first1=Angelica |title=Juul built an e-cigarette empire. Its popularity with teens threatens its future |url=https://www.cnbc.com/2018/08/03/juul-e-cigarettes-popularity-among-teens-concerns-schools-fda.html |access-date=September 24, 2018 |publisher=CNBC |date=August 4, 2018}}{{cite news|last=Teitell|first=Beth|date=November 16, 2017|title='Juuling': The most widespread phenomenon you've never heard of|work=Boston Globe|url=https://www.bostonglobe.com/metro/2017/11/15/where-teenagers-are-high-school-bathrooms-vaping/IJ6xYWWlOTKqsUGTTlw4UO/story.html}} Pharmacologist James Pauly, a specialist in nicotine, notes that Juul delivers more nicotine than other e-cigarettes, and that the salts also may reduce the harshness, making it easier for new smokers, such as teenagers, to consume more nicotine than they are aware of.{{cite news|url=https://www.sfgate.com/technology/businessinsider/article/juuling-vape-pen-stanford-university-health-effect-12735315.php|title=A vape pen created by Stanford graduates is taking over US high schools – and doctors are frightened|last= Brodwin |first=Erin |newspaper=Business Insider|via=San Francisco Chronicle|date=March 8, 2018}}

In August 2019, a spokesperson for Juul Labs said that the company was exploring an option similar to the deposit system for Juul pods to reduce marine pollution (which was proposed by Yogi Hale Hendlin, Postdoctoral Research Fellow in the Department of Medicine at the University of California, San Francisco). The spokesperson mentioned in an email that the company is committed to responsible stewardship and environmental sustainability.{{cite news |url=https://www.nationalgeographic.com/environment/2019/08/cigarettes-story-of-plastic/ |archive-url=https://web.archive.org/web/20190810125852/https://www.nationalgeographic.com/environment/2019/08/cigarettes-story-of-plastic/ |url-status=dead |archive-date=August 10, 2019 |first=Tik |last=Root |date=August 9, 2019 |access-date=April 7, 2020 |title=Cigarette butts are toxic plastic pollution. Should they be banned? |work=National Geographic }}

Juul's products have become immensely popular among teenagers, raising concerns among the public health community that long-term declines in youth nicotine use are being reversed.{{Cite web|url=https://qctimes.com/news/local/start-the-week-off-right-no-smoke-but-alarm-about/article_0298a1c4-5f8a-5d99-8312-938f7c231d94.html|title=No smoke, but alarm about teens and e-cigarettes|last=System|first=Craig Cooper Genesis Health|website=The Quad-City Times|date=March 24, 2019 |access-date=March 25, 2019}}{{Cite web|url=https://truthinitiative.org/news/high-nicotine-e-cigarettes-may-reverse-declines-youth-tobacco-use|title=High nicotine e-cigarettes may reverse declines in youth tobacco use|date=September 21, 2018|website=Truth Initiative|access-date=March 25, 2019}} An October 2018 study of 13,000 Americans found that 9.5% of teenagers aged 15–17 and 11% of young adults aged 18–21 currently use Juul, and that teenagers age 15–17 are 16 times more likely to be Juul users than 25–34 year olds.{{cite journal |last1=Vallone |first1=Donna M |last2=Bennett |first2=Morgane |last3=Xiao |first3=Haijun |last4=Pitzer |first4=Lindsay |last5=Hair |first5=Elizabeth C |title=Prevalence and correlates of JUUL use among a national sample of youth and young adults |journal=Tobacco Control |date=November 2019 |volume=28 |issue=6 |pages=603–609 |doi=10.1136/tobaccocontrol-2018-054693 |pmid=30377241 |s2cid=53106931 |doi-access=free }}

• {{cite news |author=Zack Guzman |date=October 30, 2018 |title=Teens 16 times more likely to use Juul than older groups: study |work=Yahoo Finance |url=https://finance.yahoo.com/news/teens-16-times-likely-use-juul-older-groups-study-120716705.html}} Juul use is also very popular among middle school and high school students;{{cite news|url=http://wjla.com/features/7-on-your-side/are-your-kids-juuling-at-school-7-on-your-side-investigates|title=Are your kids juuling at school? 7 On Your Side investigates|first=Kimberly|last=Suiters|date=January 31, 2018|publisher=WJLA-TV|access-date=June 22, 2018|archive-date=June 22, 2018|archive-url=https://web.archive.org/web/20180622140236/http://wjla.com/features/7-on-your-side/are-your-kids-juuling-at-school-7-on-your-side-investigates|url-status=dead}}{{cite news|url=https://www.npr.org/sections/health-shots/2017/12/04/568273801/teenagers-embrace-juul-saying-its-discreet-enough-to-vape-in-class|title=Teenagers Embrace Juul, Saying It's Discreet Enough To Vape In Class|last=Chen|first=Angus|date=December 4, 2017|publisher=NPR|access-date=September 24, 2018}} with one in five students between the ages of 12 and 17 having seen a Juul used in school.{{cite web |title=Nearly 1 in 5 youth have seen JUUL used in school |url=https://truthinitiative.org/news/nearly-1-5-youth-say-they-have-seen-juul-used-school |website=Truth Initiative |access-date=March 25, 2019 |date=May 23, 2018}} Teenagers use the verb "Juuling" to describe their use of Juul.{{cite news|url=https://www.nytimes.com/2018/08/27/science/juul-vaping-teen-marketing.html|title=Did Juul Lure Teenagers and Get 'Customers for Life'?|last1=Richtel|first1=Matt|date=August 27, 2018|work=The New York Times|last2=Kaplan|first2=Sheila}}{{cite news|url=https://www.cnbc.com/2018/08/03/juul-e-cigarettes-popularity-among-teens-concerns-schools-fda.html|title=Juul built an e-cigarette empire. Its popularity with teens threatens its future|last1=LaVito|first1=Angelica|date=August 4, 2018|publisher=CNBC|access-date=September 24, 2018}}{{cite news|url=https://time.com/5211536/what-is-juuling/|title=Teens Are 'Juuling' At School. Here's What That Means|last1=Ducharme|first1=Jamie|date=March 27, 2018|magazine=Time|access-date=February 6, 2019}}

The National Drug Trends of 2018 revealed increasing adolescent use of e-cigarettes, including the Juul. Cigarette smoking rates among 12th graders continued to decline as it has been for two decades. On the other hand, the increase in vaping rates from 2017 to 2018 was the largest gap recorded since the study began in 1975. Researchers hypothesize this may be due to the number of educational programs implemented to warn youth of the risks of cigarette smoking, while there is still a lack of programs regarding vaping devices. The percentage of 12th grade students who reported vaping nicotine almost doubled, from 11% in 2017 to 21% in 2018. Among 10th graders, the percentage doubled from 8% to 16%.{{Cite journal|last1=Miech|first1=Richard|last2=Johnston|first2=Lloyd|last3=O'Malley|first3=Patrick M.|last4=Bachman|first4=Jerald G.|last5=Patrick|first5=Megan E.|date=January 10, 2019|title=Adolescent Vaping and Nicotine Use in 2017–2018 – U.S. National Estimates|journal=New England Journal of Medicine|volume=380|issue=2|pages=192–193|doi=10.1056/nejmc1814130|pmid=30554549|pmc=7310988|issn=0028-4793|doi-access=free}}

A Truth Initiative study found that of 15 to 17-year-olds who use Juul, 56% used the device more than three times a month. Over 25% of teenagers reported using the Juul more than ten times a month. These findings suggest that teenagers are not just experimenting with Juuls, but rather using them on a regular basis. This was in apparent contrast to Juul founders James Monsees' and Adam Bowen's claim that the mission of the Juul is to improve adult smokers' lives by eliminating cigarettes.{{Cite web|url=https://www.juul.com/mission-values|title=Juul Mission and Values|website=juul.com|access-date=February 20, 2019}}

Many reasons have been proposed for Juul's popularity among teenagers, including adolescents' misperception that Juul is safe, ease of concealment, sleek high-tech design, and fruity pod flavors.{{Cite web|url=http://www.center4research.org/the-dangers-of-juuling/|title=The Dangers of Juuling|date=August 9, 2018|website=National Center for Health Research|access-date=March 25, 2019}}{{Cite web|url=https://truthinitiative.org/news/new-study-reveals-teens-16-times-more-likely-use-juul-older-age-groups|title=New study: Teens 16x more likely to use Juul than older age groups|date=October 29, 2018|website=Truth Initiative|access-date=March 25, 2019}} Advertising aimed directly at teens, may also have played a role. In February 2020, the Massachusetts Attorney General's office revealed that evidence it obtained during its investigation documented that the company bought ad space on Seventeen magazine, Nickelodeon and Nick Jr, and on seventeen homework and game sites for middle and high school students, including CoolMathGames.com and dailydressupgames.com.{{Cite web|url=https://www.mass.gov/news/ag-healey-sues-juul-for-creating-youth-vaping-epidemic-reveals-new-facts-about-campaign-targeting-young-people|title=Attorney General Sues Juul for creating youth vaping epidemic reveals new facts about campaign targeting young people|date= February 12, 2020|website= Massachusetts Attorney General's Office|access-date= December 16, 2021}}

A 2015 Stanford University study analyzing adolescents' perceptions of risks and benefits of conventional cigarettes and e-cigarettes found that some of the participants believed that e-cigarettes did not contain nicotine, only water vapor.{{Cite journal|last1=Roditis|first1=Maria L.|last2=Halpern-Felsher|first2=Bonnie|date=August 2015|title=Adolescents' Perceptions of Risks and Benefits of Conventional Cigarettes, E-cigarettes, and Marijuana: A Qualitative Analysis|journal=Journal of Adolescent Health|volume=57|issue=2|pages=179–185|doi=10.1016/j.jadohealth.2015.04.002|pmid=26115908|pmc=4515157|issn=1054-139X}} Additionally, the 2017 Truth Initiative survey found 63% of teens and young adults did not understand that the Juul products they used always contains nicotine.{{cite journal|last1=Willett|first1=Jeffrey G|last2=Bennett|first2=Morgane|last3=Hair|first3=Elizabeth C|last4=Xiao|first4=Haijuan|last5=Greenberg|first5=Marisa S|last6=Harvey|first6=Emily|last7=Cantrell|first7=Jennifer|last8=Vallone|first8=Donna|date=April 18, 2018|title=Recognition, use and perceptions of Juul among youth and young adults|url=https://truthinitiative.org/sites/default/files/Recognition-use-and-perceptions-of-JUUL-among-youth-and-young-adults.pdf|journal=Tobacco Control|volume=28|issue=1|pages=tobaccocontrol–2018–054273|doi=10.1136/tobaccocontrol-2018-054273|pmid=29669749|s2cid=4953543|access-date=September 28, 2018|archive-url=https://web.archive.org/web/20181207152101/https://truthinitiative.org/sites/default/files/Recognition-use-and-perceptions-of-JUUL-among-youth-and-young-adults.pdf|archive-date=December 7, 2018|url-status=dead}} A lack of educational programs and public health campaigns regarding the use of e-cigarettes and Juuls reflect how teenagers may perceive these devices as many of the risks are still unknown. Former PAX Labs CEO Goldman said to Fortune in 2016 that "Juul should not be used by those under the legal age, nor should any nicotine products, as stated by the U.S. Surgeon General."{{cite news|url=http://fortune.com/2016/12/08/surgeon-general-ecigarettes-vaping/|title=What the Surgeon General's E-Cigarette Warning Means for the Red-Hot Vaping Industry|last=Huddleston |first=Tom Jr.|date=December 8, 2016|work=Fortune}} In 2018 Matt Myers, president of Campaign for Tobacco-Free Kids, said the design "misleads about risk" of addiction.

Juul's resemblance to a flash drive and very compact size makes it easy to conceal, and its low vapor output and subtle scent, which can be passed off as perfume, mean that it can be used discreetly, even in class.{{cite news|last1=Tobin|first1=Ben|date=September 13, 2018|title=FDA targets e-cigarettes like Juul as teachers fear 'epidemic' use by students|work=USA Today|url=https://www.usatoday.com/story/money/2018/08/16/juul-labs-back-school-teachers-e-cigarettes/917531002/|access-date=September 25, 2018}} Accordingly, it is easy to conceal in clothing or elsewhere; a high school in Newton, Massachusetts discovered a Juul disguised as a Sharpie, for instance.{{cite news|url=https://boston.cbslocal.com/2017/11/16/vape-ecigarette-juul-high-school/|title=Vaping In School Raises Concerns From Administration, Parents|date=November 16, 2017|work=CBS Boston}} Juul's iPhone-reminiscent design, as well as its compact and high-tech design, are other commonly cited reasons for its rising popularity among young people.

Juul's sweet flavors, especially the fruit and crème brûlée ones, are especially attractive to teenagers, according to journalists, academics, and the U.S. Food and Drug Administration. Unlike cigarette smoke's smell, Juuls can emit a fruity scent when vaped.{{Cite web|url=https://www.vox.com/science-and-health/2018/5/1/17286638/juul-vaping-e-cigarette|title=Juul, the vape device teens are getting hooked on, explained|last=Belluz|first=Julia|date=May 1, 2018|website=Vox|access-date=February 20, 2019}} In a 2016 study by the CDC and FDA, 31% of middle and high school students who use e-cigarettes claimed they used them due to the availability of flavors.{{Cite web|url=https://truthinitiative.org/news/3-main-reasons-youth-use-e-cigarettes|title=The 3 main reasons youth use e-cigarettes|date=March 19, 2018|website=Truth Initiative|access-date=February 20, 2019}} In response, Juul renamed some flavors—"cool cucumber" to "cucumber", "crème brûlée" to "creme", and "classic menthol" to "menthol"—saying that it "heard the criticism" and "responded by simplifying the names and losing the descriptors." In November 2018, Juul discontinued all flavored pods to prevent the increase in teen usage.{{Cite journal|last=Vagnoni|first=Matti Rose|year=2019|title=The Vapes of Wrath: Why the FDA Should Ban Fruity and Sweet Flavored E-Liquids to Preclude Adolescent Use of E-Cigarettes|journal=Administrative Law Review|pages=277–305}}

Many of Juul's early marketing campaigns were youth-oriented, with prominent use of social media, youth-friendly themes, and young models pictured using Juuls. In July 2019, Juul spent thousands of dollars to promote Juul as a smoking cessation to kids in schools. Juul made false claims about it being "completely safe" and presented opportunities for teens to become influencers for the company.{{Cite journal|date=October 1, 2019|title=Teen Vaping: What You Need to Know|journal=Alaska Nurse|pages=20–22}} In response to the FDA crackdown on Juul, the company announced they would be using real customers who were using the product to switch from smoking instead of models. As of November 2018, Juul has shut down their social media accounts.{{cite news |last1=Tolentino |first1=Jia |title=Goodbye to Juul Season |url=https://www.newyorker.com/news/news-desk/goodbye-to-juul-season |access-date=March 25, 2019 |magazine=The New Yorker |date=November 15, 2018 }}

A May 2018 Truth Initiative survey found that 74% of Juul users ages 12–17 obtained their Juul device from a brick and mortar store, 52% from a friend or family member, and 6% online (respondents could select multiple answers).{{cite web|url=https://truthinitiative.org/news/where-are-kids-getting-juul|title=Where are kids getting Juul?|date=May 29, 2018|website=Truth Initiative|access-date=October 28, 2018}} Juul estimates that 90% of its sales are in brick and mortar stores. The survey also found that 89% of youth attempts to buy a Juul online succeeded. However, Juul changed its age-verification policies in October 2018 in response to FDA pressure, with employees manually checking drivers licenses against public records for exact matches, rejecting anyone under 21 but also rejecting or deterring many adults.

{{See|Electronic cigarette#Health effects|Vaping-associated pulmonary injury}}

In a documentary for CNBC, Burns said that the effect of vaping on Juul users, including minors, is unknown. Burns told Carl Quintanilla, "Frankly, we don't know today. We have not done the long-term, longitudinal clinical testing that we need to do."{{Cite web|url=https://thehill.com/blogs/blog-briefing-room/news/453018-juul-ceo-to-parents-of-children-addicted-to-vaping-im-sorry|title=Juul CEO to parents of children who vape: 'I'm sorry'|last=Pitofsky|first=Marina|date=July 14, 2019|website=The Hill|access-date=July 15, 2019}} In sampling multiple e-cigarette delivery systems, a 2019 study found Juul pods were the only product to demonstrate in vitro cytotoxicity from both nicotine and flavor chemical content, in particular ethyl maltol. Vape liquid pods may contain numerous other compounds and are known to provide unreliable nicotine delivery that is often inconsistent with the labeling.

These liquid pods also contain propylene glycol, which has been shown to induce airway epithelial injury and deep airway inflammation.{{cite journal|last1=Bonilla|first1=Alex|last2=Blair|first2=Alexander J.|last3=Alamro|first3=Suliman M.|last4=Ward|first4=Rebecca A.|last5=Feldman|first5=Michael B.|last6=Dutko|first6=Richard A.|last7=Karagounis|first7=Theodora K.|last8=Johnson|first8=Adam L.|last9=Folch|first9=Erik E.|last10=Vyas|first10=Jatin M.|title=Recurrent spontaneous pneumothoraces and vaping in an 18-year-old man: a case report and review of the literature|journal=Journal of Medical Case Reports|volume=13|issue=1|pages=283|year=2019|issn=1752-1947|doi=10.1186/s13256-019-2215-4|pmc=6732835|pmid=31495337 |doi-access=free }}{{CC-notice|cc=by4|url=https://jmedicalcasereports.biomedcentral.com/articles/10.1186/s13256-019-2215-4|author(s)=Alex Bonilla, Alexander J. Blair, Suliman M. Alamro, Rebecca A. Ward, Michael B. Feldman, Richard A. Dutko, Theodora K. Karagounis, Adam L. Johnson, Erik E. Folch, and Jatin M. Vyas}} Due to a story about the vaped-induced lung disease in the US, an upsurge of people began tweeting about giving up Juuling within a 24-hour period.{{cite web|title=People are throwing their Juuls out windows and drenching them in water just to quit|url=https://www.theverge.com/2019/9/11/20859645/juul-quit-vaping-cdc-fda-flavor-pod-ban-death|last=Carman|first=Ashley|date=September 11, 2019|work=The Verge}}

One Juul pod contains the same amount of nicotine as one to two packs of cigarettes. The nicotine content of Juuls is higher than other e-cigarette brands with its volume of e-liquid containing 5% nicotine, almost double the amount of other brands. Juul pods also contain a substantially greater amount of benzoic acid, 44.8 mg/mL, as compared to other brands, which contain around 0.2 to 2 mg/mL.{{Cite journal|last1=Tolentino|first1=Jonatan|last2=Eliscu|first2=Alison|last3=Messina|first3=Catherine R.|last4=Boykan|first4=Rachel|last5=Goniewicz|first5=Maciej Lukasz|date=August 30, 2018|title=High exposure to nicotine among adolescents who use Juul and other vape pod systems ('pods')|journal=Tobacco Control|volume=28|issue=6|pages=tobaccocontrol–2018–054565|doi=10.1136/tobaccocontrol-2018-054565|issn=0964-4563|pmid=30194085|pmc=6453732}} Constant exposure to benzoic acid can lead to coughing, sore throat, and abdominal pain.{{Cite web|url=http://www.center4research.org/the-dangers-of-juuling/|title=The Dangers of Juuling|date=August 9, 2018|website=National Center for Health Research|access-date=February 21, 2019}} "When Juul came out with very high-nicotine electronic cigarettes, it triggered a nicotine arms race amongst competitive companies seeking to emulate the success of Juul," Robert Jackler, head of Stanford Research into the Impact of Tobacco Advertising, stated in 2019.{{cite news|url=https://www.cnn.com/2019/02/07/health/juul-nicotine-arms-race-study/index.html|title=Juul ramped up nicotine levels, and competitors followed, study says|first1=Michael|last1=Nedelman|first2=Roni|last2=Selig|publisher=CNN|date=February 7, 2019}} In certain markets such as Israel the maximum legal limit is 1.7% for the amount of nicotine allowed in its pods, but in the US Juul does not offer 1.7%. Juul does not offer low-dose or no-dose nicotine pods.{{cite web |first=John |last=Constine |url=https://techcrunch.com/2018/12/22/juul-me-twice-shame-on-you/ |title=How Juul made vaping viral to become worth a dirty $38 billion |publisher=TechCrunch |date=December 22, 2018}}

Juuls are unique from other e-cigarettes in that they use nicotine salts rather than freebase nicotine in order to reproduce the effects of conventional cigarettes. Nicotine salts are also less acidic than freebase nicotine, making them easier to inhale. Additionally, nicotine salts are more readily absorbed into the bloodstream at a rate similar to conventional cigarettes. Due to its lack of irritation and easiness to inhale, users may be unaware of how much nicotine they are actually intaking. 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.{{cite journal|last1=Galper Grossman|first1=Sharon|title=Vape Gods and Judaism—E-cigarettes and Jewish Law|journal=Rambam Maimonides Medical Journal|volume=10|issue=3|year=2019|pages=e0019|issn=2076-9172|doi=10.5041/RMMJ.10372|pmc=6649778|pmid=31335312}}{{CC-notice|cc=by3|url=https://www.rmmj.org.il/userimages/951/1/PublishFiles/960Article.pdf|author(s)=Sharon Galper Grossman}}

Ari Atkins, Pax Labs' R&D engineer, said "We don't think a lot about addiction here because we're not trying to design a cessation product at all."{{cite news|url=https://www.theverge.com/2015/4/21/8458629/pax-labs-e-cigarette-juul|title=Startup behind the Lambo of vaporizers just launched an intelligent e-cigarette|last=Tiku|first=Nitasha|date=April 21, 2015|work=The Verge}} He added, "anything about health is not on our mind." In April 2018, FDA Commissioner Dr. Scott Gottlieb stated that the nicotine in Juul is sufficient to result in addiction. Gottlieb further stated, "In some cases, our kids are trying these products and liking them without even knowing they contain nicotine. And that's a problem, because as we know the nicotine in these products can rewire an adolescent's brain, leading to years of addiction."

In late 2018, news reports noted increasing rates of Juul addiction in teenagers,{{Cite news|url=https://www.nytimes.com/2018/11/16/health/vaping-juul-teens-addiction-nicotine.html|title=The Price of Cool: A Teenager, a Juul and Nicotine Addiction|last=Hoffman|first=Jan|date=November 11, 2018|work=The New York Times|access-date=December 19, 2018|issn=0362-4331}} which negatively impacts brain development and relationships.{{cite news|url=https://www.nytimes.com/2018/12/18/health/vaping-nicotine-teenagers.html|title=Addicted to Vaped Nicotine, Teenagers Have No Clear Path to Quitting|last=Hoffman|first=Jan|date=December 18, 2018|work=The New York Times|access-date=December 19, 2018|issn=0362-4331}} Juul's high nicotine content has attracted concern because of nicotine's addictive properties. Particular concern has been expressed about the lack of vaping cessation treatments for adolescents, and the FDA scheduled a public hearing on youth vaping cessation for January 18, 2019.{{cite web|url=https://www.fda.gov/NewsEvents/MeetingsConferencesWorkshops/ucm620744.htm|archive-url=https://web.archive.org/web/20181219075329/https://www.fda.gov/NewsEvents/MeetingsConferencesWorkshops/ucm620744.htm|url-status=dead|archive-date=December 19, 2018|title=Eliminating Youth Electronic Cigarette Use: The Role for Drug Therapies Public Hearing|date=December 17, 2018|publisher=U.S. Food and Drug Administration|access-date=December 19, 2018}}

In 2021, Juul paid $51,000 to devote the entire May/June issue American Journal of Health Behavior to publishing 11 studies that it funded to show its products helped smokers quit.{{Cite news|last=Kaplan|first=Sheila|date=July 5, 2021|title=Juul Is Fighting to Keep Its E-Cigarettes on the U.S. Market|language=en-US|work=The New York Times|url=https://www.nytimes.com/2021/07/05/health/juul-vaping-fda.html|access-date=July 21, 2021|issn=0362-4331}} While all papers have been peer-reviewed (with a 12th paper being rejected), the legitimacy of the process has been discussed by academics.{{Cite web|last=Redden|first=Elizabeth|date=July 13, 2021|title=E-cigarette maker Juul pays $51,000 to fund special issue -- on Juul|url=https://www.insidehighered.com/news/2021/07/13/e-cigarette-maker-juul-pays-51000-fund-special-issue-juul |access-date=July 21, 2021|website=Inside Higher Ed|language=en}} The American Prospect described this move as "taking academic corruption to a new level".{{cite news|last=Dayen|first=David|date=July 7, 2021|url=https://prospect.org/health/juul-taking-academic-corruption-to-new-level/|title=Juul: Taking Academic Corruption to a New Level|work=The American Prospect|language=en |access-date=August 22, 2021}} A 2021 study in Tobacco Control found that less than half of clinical trials sponsored by Juul were properly reported.{{cite journal | last=Mahase | first=Elisabeth | title=Juul: less than half of e-cigarette trial outcomes were properly reported or declared, study finds | journal=BMJ | date=June 14, 2021 | issn=1756-1833 | doi=10.1136/bmj.n1522 | page=n1522| s2cid=235426926 }}

Sales of Juul increased 700% in 2016. Juul accounted for over 70% of the US e-cigarette market in 2018 as monitored by Nielsen,{{cite news |last1=Craver |first1=Richard |title=Juul expands e-cig market share gap with Reynolds' Vuse |url=https://www.journalnow.com/business/juul-expands-e-cig-market-share-gap-with-reynolds-vuse/article_0bb4d442-fc0f-5c00-8b05-29bbf95dc985.html |access-date=August 28, 2018 |work=Winston-Salem Journal |date=August 25, 2018}} but Juul's market share fell to 42% by July 2020, and further to 36% by March 2022.{{Cite web |last=CRAVER |first=RICHARD |title=Market share gap keeps shrinking between Juul and Vuse |url=https://journalnow.com/business/local/market-share-gap-keeps-shrinking-between-juul-and-vuse/article_89f3c1f4-b613-11ec-b882-4325fc45c39b.html |access-date=June 16, 2022 |website=Winston-Salem Journal |date=April 7, 2022 |language=en}} Its falling share during 2019 was picked up by rivals Blu, NJOY, Vuse and Logic, according to Wells Fargo analyst Bonnie Herzog.{{Cite web |last=Sircar |first=Anisha |title=Cigarette sales yet to rebound as vaping slows amid vaping illnesses |url=https://www.detroitnews.com/story/business/2019/10/02/cigarette-sales-yet-rebound-vaping-slows-amid-illnesses/40236577/ |access-date=2025-01-23 |website=The Detroit News |language=en-US}}

According to Dow Jones VentureSource, Juul Labs was the sixth-most valuable US startup in July 2018, behind Uber and Airbnb. Juul's revenue in 2018 was $1 billion,{{cite news |last1=Sampath Kumar |first1=Uday |title=Altria says Juul sales skyrocket to $1 billion in 2018 |url=https://www.reuters.com/article/us-altria-group-juul/altria-says-juul-sales-skyrocket-to-1-billion-in-2018-idUSKCN1PP1YJ |access-date=February 4, 2019 |work=Reuters |date=January 31, 2019 }} up from approximately $245 million in 2017.{{cite web |last=Primack |first=Dan |url=https://www.axios.com/numbers-juul-investor-appeal-vaping-22c0a2f9-beb1-4a48-acee-5da64e3e2f82.html|title=Scoop: The numbers behind Juul's investor appeal|website=Axios| date=July 2, 2018 |access-date=September 24, 2018}} Juul's success has inspired a number of imitators, namely pod-mod devices with similar boxy designs.{{cite web |title=Juul copycats are flooding the e-cigarette market |url=https://truthinitiative.org/news/juul-copycats-are-flooding-market |website=Truth Initiative |access-date=October 28, 2018 |date=August 8, 2018}} These devices come from companies ranging from startups to "Big Tobacco" company R.J. Reynolds.{{cite news |last1=Craver |first1=Richard |title=Reynolds Vapor prepares national launch of new e-cig rival to Juul |url=https://www.journalnow.com/business/reynolds-vapor-prepares-national-launch-of-new-e-cig-rival/article_7ba10442-d438-575e-af23-794173089a8a.html |access-date=August 28, 2018 |work=Winston-Salem Journal |date=July 17, 2018}}

In May 2018, Juul started selling in Israel, which did not regulate e-cigarettes at the time.{{cite news|url=https://www.haaretz.com/israel-news/business/juul-warns-it-will-fight-israel-over-potential-ban-on-its-e-cigarettes-1.6140058|title=Juul Warns It Will Fight Israel Over Potential Ban on Its E-cigarettes|first=Ronny |last=Linder-Ganz|work=Haaretz|date=June 3, 2018}} Israel later banned Juul's products in August 2018, citing public health concerns, according to a statement by the Ministry of Health. Prime Minister Benjamin Netanyahu, acting in his capacity as Health Minister, placed a complete ban on Juul because it delivers nearly three times Israel's recommended amount of 20 mg/ml of nicotine.{{cite news|last1=Ben-Ozer|first1=Tamar|last2=Levi|first2=Sarah|url=https://www.jpost.com/HEALTH-SCIENCE/Israel-bans-JUUL-electronic-cigarettes-565442|title=Israel bans high-nicotine Juul e-cigarettes|work=The Jerusalem Post|date=August 23, 2018|access-date=August 28, 2018}} Juul has appealed the ban to Israel's High Court of Justice.{{cite news |last1=Linder-Ganz |first1=Ronny |title=Juul Asks Israel's Top Court to Block Ban on E-cigarettes |url=https://www.haaretz.com/israel-news/business/juul-asks-israel-s-top-court-to-block-ban-on-e-cigarettes-1.6411472 |access-date=August 29, 2018 |work=Haaretz |date=August 23, 2018}}

In July 2018, Juul announced it would launch in the United Kingdom.{{Cite news|url=https://www.reuters.com/article/us-juul-britain/fast-growing-e-cigarette-maker-juul-to-launch-in-uk-idUSKBN1K62WC|title=Fast-growing e-cigarette maker Juul to launch in UK|last=Geller|first=Martinne|work=Reuters |date=July 16, 2018 |access-date=September 1, 2018}} Flavours sold in the UK have slightly different names from the American versions and are available in strengths of 9 mg/ml and 18 mg/ml (lower strengths than in the US in order to comply with UK regulations). It was noted that the UK was chosen as an early launch market as it had the world's most supportive government when it came to encouraging smokers to vape.{{Cite news|url=https://www.reuters.com/article/us-juul-britain-idUSKBN1K62WC|title=Fast-growing e-cigarette maker Juul to launch in UK|date=July 16, 2018|work=Reuters|access-date=September 26, 2019}}

In August 2018, Juul introduced its products in Canada, starting with an online launch before introducing them to vape shops, gas stations, and convenience stores in early September.{{cite news |last1=Peng |first1=Jenny |title=Vaping giant Juul plans Canadian e-cig domination amid concerns from youth groups |url=https://www.thestar.com/business/2018/08/30/vaping-giant-juul-plans-canadian-e-cig-domination-amid-success-and-controversy-in-us.html |access-date=September 28, 2018 |work=The Star |date=August 30, 2018 |location=Vancouver }} Juul launched in Russia in late-2018{{cite news |language=ru |url=https://www.kommersant.ru/doc/3786934 |trans-title=Our goal is for people to stop smoking cigarettes |title=Наша цель заключается в том, чтобы люди бросали курить сигареты |work=Kommersant |date=October 31, 2018 }} and launched in South Korea and Ireland in May 2019.{{Cite news|url=https://www.irishtimes.com/business/retail-and-services/us-e-cigarette-maker-juul-labs-launches-in-irish-market-1.3884157|title=US e-cigarette maker Juul Labs launches in Irish market|last=O'Halloran|first=Barry|newspaper=The Irish Times|access-date=September 26, 2019}}{{Cite web|url=http://www.koreaherald.com/view.php?ud=20190522000598|title=US e-cigarette brand Juul lands in Korea|last=Da-sol|first=Kim|date=May 22, 2019|website=The Korea Herald|access-date=May 25, 2019}} Juul launched in Ukraine in June 2019.{{Cite web|url=https://www.vapingpost.com/2019/06/21/juul-to-be-launched-in-ukraine/|title=Juul to be Launched in Ukraine|last=Caruana|first=Diane|date=June 21, 2019|website=Vaping Post|access-date=September 26, 2019}} In June 2019, they announced plans for their products to be available in the Philippine market.{{cite web |last=Abellon |first=Bam |date=June 20, 2019 |title=It's already the world's most popular e-cig brand, but will Pinoys smoke it? |url=https://news.abs-cbn.com/ancx/culture/spotlight/06/20/19/its-already-the-worlds-most-popular-e-cig-brand-but-will-pinoys-smoke-it |publisher=ABS-CBN}} At the beginning of 2019, Juul started selling products containing 1.7% nicotine in Germany.{{cite news |first=Magdalena |last=Tröndle |url=https://www.handelsblatt.com/unternehmen/handel-konsumgueter/tabakwaren-umstrittene-e-zigarette-juul-kommt-nach-deutschland/23731600.html |title=Umstrittene E-Zigarette Juul kommt nach Deutschland |work=Handelsblatt.com |date=December 9, 2018 |access-date=September 5, 2019 }}

In January 2019, Juul announced plans for a launch in India.{{cite news |first1=Aditya |last1=Kalra |first2=Chris |last2=Kirkham |title=Exclusive: Juul plans India e-cigarette entry with new hires, subsidiary |url=https://in.reuters.com/article/juul-india/exclusive-juul-plans-india-e-cigarette-entry-with-new-hires-subsidiary-idINKCN1PO0VZ |archive-url=https://web.archive.org/web/20190130192027/https://in.reuters.com/article/juul-india/exclusive-juul-plans-india-e-cigarette-entry-with-new-hires-subsidiary-idINKCN1PO0VZ |url-status=dead |archive-date=January 30, 2019 |access-date=March 20, 2019 |agency=Reuters India |date=January 30, 2019}} In response, the Ministry of Health and Family Welfare called for the device to be banned from India, citing concerns that it could derail the government's anti-tobacco programs.{{cite news |last1=Dey |first1=Sushmi |title=Govt calls for blocking entry of Juul Labs electronic cigarettes into India |url=https://timesofindia.indiatimes.com/india/govt-calls-for-blocking-entry-of-juul-labs-electronic-cigarettes-into-india/articleshow/68485911.cms |access-date=March 20, 2019 |work=The Times of India |date=March 19, 2019}} The regulation of e-cigarettes in India is disputed between the government and the judiciary. Six states have banned their use, though the Delhi High Court has stayed the bans.{{cite news |last1=Khatri |first1=Bhumika |title=E-Cigarettes And Vapes Are Not Drugs To Be Regulated: Delhi HC |url=https://inc42.com/buzz/e-cigarettes-and-vapes-are-not-drugs-to-be-regulated-delhi-hc/ |access-date=March 21, 2019 |work=Inc42 |date=March 21, 2019}} As such, Juul e-cigarettes are not legally available in India and they are commonly sold on the gray market for as much as $100 for the starter kit that costs $29 in the United States.{{cite news |title=Wealthy Vapers In India Are Buying Juul Kits For $100 On The Gray Market |url=https://www.buzzfeednews.com/article/pranavdixit/juul-underground-market-india |access-date=March 24, 2019 |work=Buzzfeed News |date=March 15, 2019}}

Due to low overall sales in the Europe and Middle East market, Juul announced in May 2020 that it will exit the market in Austria, Belgium, Portugal, France, and Spain.{{Cite web |last=Lee |first=Stephanie M. |date=2020-05-02 |title=Juul Is Facing Even More Big Cuts — This Time In Europe |url=https://www.buzzfeednews.com/article/stephaniemlee/juul-europe-leaving-france-spain |access-date=2025-01-22 |website=BuzzFeed News |language=en}} Following a series of layoffs at Juul's German subsidiary, the company also stopped selling in Germany,{{Cite web |date=2020-04-17 |title=Juul Labs to Exit Germany – Tobacco Reporter |url=https://tobaccoreporter.com/2020/10/19/juul-labs-to-exit-germany/ |access-date=2025-01-22 |language=en-US}} and in November 2020 announced it will also exit Ireland.{{Cite web |date=2020-11-23 |title=Vaping giant Juul to leave Irish market after less than two years |url=https://www.independent.ie/business/irish/vaping-giant-juul-to-leave-irish-market-after-less-than-two-years/39777130.html |access-date=2025-01-22 |website=Irish Independent |language=en}} In July 2021, Juul stopped selling in Ukraine in protest to changes in tax regarding e-liquids, therefore making e-cigarettes subject to hefty taxes like tobacco products.{{Cite web |last=Carter |first=Dylan |title=JUUL company pulls out of Ukraine, products flourish on black market |url=https://www.kyivpost.com/post/7436 |archive-url=https://web.archive.org/web/20241009123521/https://www.kyivpost.com/post/7436 |archive-date=October 9, 2024 |access-date=2025-01-22 |website=www.kyivpost.com |language=en |url-status=live }} Within Europe, Juul maintains a presence in the UK (where it is the second most popular cartridge-based e-cigarette brand behind Vuse with a share of 23% in 2023)https://ash.org.uk/uploads/Use-of-e-cigarettes-among-adults-in-Great-Britain-2023.pdf and in Italy.

Juul has been intensively marketed via Instagram and other social media.{{Cite web| title = Study says vaping by kids isn't up, but some are skeptical| last = Stobbe | first = Mike| work = The Sentinel| date = June 11, 2018| access-date = June 25, 2018| url = https://cumberlink.com/live_well_in_the_cumberland_valley/study-says-vaping-by-kids-isn-t-up-but-some/article_35fe8093-dabe-5c24-969c-eaebdbfbe51b.html}} Of the $2.2 million Juul spent on marketing in 2015 and 2016, $1 million went to online marketing, according to data from Kantar Media.{{Cite journal| doi = 10.1136/tobaccocontrol-2018-054382| last1 = Huang| first1 = Jidong| last2 = Duan| first2 = Zongshuan| last3 = Kwok| first3 = Julian| last4 = Binns| first4 = Steven| last5 = Vera| first5 = Lisa E.| last6 = Kim| first6 = Yoonsang| last7 = Szczypka| first7 = Glen| last8 = Emery| first8 = Sherry L.| title = Vaping versus Juuling: how the extraordinary growth and marketing of Juul transformed the US retail e-cigarette market| journal = Tobacco Control| volume = 28| issue = 2| pages = 146–151| date = May 2018| pmid = 29853561| pmc = 6274629}} Juul's heavy reliance on social media marketing is unique among major e-cigarette brands in the US—blu and NJOY were initially promoted mainly with television advertising while Vuse and MarkTen relied on promotional expenditures to consumers and retailers—and is touted as a major reason for its success. Juul's use of social media marketing is also relatively inexpensive: to promote Vuse, its owner R.J. Reynolds Vapor Company spent over $16 million on television ads alone in 2015 and 2016, according to Kantar data. A 2018 study found that "Juul's social media activities were highly correlated with Juul retail sales."

Juul's marketing has been criticized for targeting youth. The themes emphasized in Juul's marketing, especially freedom, relaxation, and sex appeal; the use of young models and imagery claimed to be appealing to young people; and the use of social media influencers and affiliates popular among youth are three reasons why many consider Juul's marketing to be targeting youth.

In 2015, John Schachter, director of state communications for the Campaign for Tobacco-Free Kids, voiced concern regarding the youth of men and women portrayed in Juul's advertising, particularly in combination with the design, stating that "We're seeing more and more irresponsible marketing of unregulated products such as e-cigarettes."{{cite news|url=http://adage.com/article/cmo-strategy/juul-hopes-reinvent-e-cigarette-ads-campaign/299142/|title=Juul Hopes To Reinvent E-Cigarette Ads with 'Vaporized' Campaign|first=Declan |last=Harty |work=Advertising Age|date=June 23, 2015}} Similarly, the campaign's vice-president of communications Wilmore stated that Juul Labs "used the same imagery and themes that tobacco companies have always used to appeal to kids, and they fueled it with social media." A student testified at a Congressional hearing in 2019 that a Juul spokesperson purportedly told high school students that its products are "totally safe".{{cite web |first=Andrew |last=Keshner |url=https://www.marketwatch.com/story/trump-administration-wants-juul-and-other-e-cig-makers-to-reveal-marketing-tactics-and-sales-data-2019-10-04 |title=Trump administration wants Juul and other e-cigarette makers to reveal their confidential marketing tactics |publisher=MarketWatch |date=October 4, 2019}}

Juul Labs argues that its marketing is targeted at adult cigarette smokers who are looking to quit. The rectangular design of the Juul e-cigarette, for example, was chosen to avoid reminding smokers of a cigarette, according to a Juul executive.{{cite news |title=Teens are hooked on Juul, but a top exec insists that was never the company's intention |url=https://www.cbsnews.com/news/juul-ecigarette-executive-addresses-concerns-product-appeals-directly-to-teens-vaping/ |access-date=September 28, 2018 |publisher=CBS News |date=June 14, 2018}} However, in February 2020, the Massachusetts Attorney General's office revealed that evidence it obtained during its investigation documented that the company bought ad space on Seventeen magazine, Nickelodeon and the Nick Jr. Channel, and on 15 homework and game sites for middle school and high school students, including CoolMathGames.com.{{cite web

| last = Healey

| first = Maury

| title = Attorney General Sues Juul for creating youth vaping epidemic reveals new facts about campaign targeting young people

| url = https://www.mass.gov/news/ag-healey-sues-juul-for-creating-youth-vaping-epidemic-reveals-new-facts-about-campaign-targeting-young-people

| access-date = December 16, 2021

}}

In September 2018, Juul implemented a new marketing code to avoid the appearance of targeting youth.{{cite press release |last=David |first=Victoria |date=June 14, 2018 |title=Juul Labs Implements New Social Media Policy for Instagram, Facebook and Twitter in Ongoing Effort to Combat Underage Use and Drive Awareness of Mission to Help Adult Smokers |url=https://support.juul.com/learn/read/juul-labs-implements-new-social-media-policy |location=San Francisco |publisher=JUUL Labs |access-date=September 26, 2018 |archive-date=September 29, 2018 |archive-url=https://web.archive.org/web/20180929041150/https://support.juul.com/learn/read/juul-labs-implements-new-social-media-policy |url-status=dead }} Changes brought about by the new code include only showcasing former smokers age 35 or older in ads, no longer featuring models on social media, removing social media accounts that marketed online,{{cite news|url=https://www.nbcnews.com/health/kids-health/illinois-county-sues-e-cigarette-maker-juul-over-youth-marketing-n1042011|title=Illinois county sues e-cigarette maker Juul over youth marketing|last=Edwards|first=Erika|publisher=NBC News|date=August 13, 2019}} and adding the label "the alternative for adult smokers" to its packaging and many of its ads. Juul took down all of its social media accounts that November. A study by PLOS One and funded by Truth Initiative found that Juul's actions against youth-targeted social media posts were followed by a decrease in new Juul-related posts on Instagram for two months, beyond which the rate of posts increased on net.{{Cite journal |last1=Czaplicki |first1=Lauren |last2=Tulsiani |first2=Shreya |last3=Kostygina |first3=Ganna |last4=Feng |first4=Miao |last5=Kim |first5=Yoonsang |last6=Perks |first6=Siobhan N. |last7=Emery |first7=Sherry |last8=Schillo |first8=Barbara |date=2020-05-21 |title=#toolittletoolate: JUUL-related content on Instagram before and after self-regulatory action |journal=PLOS ONE |language=en |volume=15 |issue=5 |pages=e0233419 |doi=10.1371/journal.pone.0233419 |doi-access=free |issn=1932-6203 |pmc=7241740 |pmid=32437397|bibcode=2020PLoSO..1533419C }}

In January 2019, Juul announced a $10 million advertising campaign for cable television and radio, targeting current adult smokers in an attempt to rebrand Juul as a switching product.{{cite news |last1=Roose |first1=Kevin |title=Juul's Convenient Smoke Screen |url=https://www.nytimes.com/2019/01/11/technology/juul-cigarettes-marketing.html |access-date=January 13, 2019 |work=The New York Times |date=January 11, 2019}}{{Cite web|url=https://www.cnbc.com/2019/01/07/juul-highlights-smokers-switching-to-e-cigarettes-in-ad-campaign.html|title=Juul combats criticism with ad campaign of smokers switching to e-cigs|last=LaVito|first=Angelica|date=January 8, 2019|publisher=CNBC|access-date=January 9, 2019}}

In March 2019, it was reported that Juul was pitching itself to employers and insurers to help their employees stop smoking cigarettes. As part of its "enterprise marketing", Juul is reportedly looking at identifying participants and offer them discounted products as well as "coaching" and other support including educational articles and instructional videos.{{cite news |title=Juul is pitching its e-cigarette as an anti-smoking tool to employers and insurers |url=https://www.cnbc.com/2019/03/07/juul-e-cigarette-maker-pitches-employers-insurers.html |first1=Angelicoa |last1=LaVito |first2=Christina |last2=Farr |access-date=March 21, 2019 |publisher=CNBC |date=March 7, 2019}}

On September 9, 2019, the US FDA warned Juul to stop its deceptive marketing practices.{{cite web|url=https://www.fda.gov/news-events/press-announcements/fda-warns-juul-labs-marketing-unauthorized-modified-risk-tobacco-products-including-outreach-youth|archive-url=https://web.archive.org/web/20190909154633/https://www.fda.gov/news-events/press-announcements/fda-warns-juul-labs-marketing-unauthorized-modified-risk-tobacco-products-including-outreach-youth|url-status=dead|archive-date=September 9, 2019|title=FDA warns Juul Labs for marketing unauthorized modified risk tobacco products, including in outreach to youth|publisher=United States Food and Drug Administration|date=September 9, 2019}} On September 25, 2019, Juul announced that they would stop all marketing in the United States.{{cite news|url=https://www.buzzfeednews.com/article/pranavdixit/juul-suspends-advertising-vaping-flavor-ban-kevin-burns|title=Juul Said It Will Stop All US Advertising And Not Fight Trump's Plan To Ban Vape Flavors|last=Dixit|first=Pranav|work=BuzzFeed News|date=September 25, 2019}} Juul's marketing approaches to youth in the UK were restricted in October 2019 after a settlement was reached with the Center for Environmental Health.{{cite web |first=Kari |last=Paul |url=https://www.theguardian.com/society/2019/oct/17/juul-youth-vaping-advertising-agreement-settlement |title=Juul agrees to restrict youth advertising |work=The Guardian |date=October 17, 2019}}

On October 17, 2019, Juul agreed to make changes to its youth advertising practices as part of a settlement with the Center for Environmental Health. The first legally binding agreement establishes the right for the Center for Environmental Health to sue Juul if they violate any portion of the agreement. The agreement states that Juul will not:

• Advertise or promote its products in media whose audience is 15% or more under the age of 21
• Market or advertise on social media (except for Juul's age-restricted YouTube channel)
• Use models under the age of 28 in its advertisements
• Advertise within 1000 feet of schools or playgrounds
• Sponsor or advertise at sporting events or concerts that allow people under the age of 21
• Pay for or permit company employees or contractors to appear at school or youth-oriented educational programs or events
• Continue to use the terms "adults only" or "not for use by minors," which may entice minors to use Juul products, and replace them with the phrase "the sale of tobacco products to minors is prohibited by law"
• Allow unlimited purchase of its product and set clear limits on bulk sales of Juul products at brick and mortar outlets, as well as online

Lastly, the settlement also requires Juul to continue its "secret shopper" program with specific rules on actions the company must take if a store sells a product to a Juul secret shopper without asking for proof of age.{{Cite news|url=https://www.theguardian.com/society/2019/oct/17/juul-youth-vaping-advertising-agreement-settlement|title=Juul agrees to restrict youth advertising in 'victory' for fight against teen vaping|last=Paul|first=Kari|date=October 17, 2019|work=The Guardian|access-date=October 17, 2019|issn=0261-3077}}{{Cite web|url=https://www.ceh.org/news-events/press-releases/content/ceh-settles-juul-worlds-largest-e-cigarette-provider-signs-first-legally-binding-agreement-restricting-marketing-children-teens/|title=CEH Settles With Juul: World's Largest E-Cigarette Provider Signs First Legally Binding Agreement Restricting Their Marketing to Children and Teens|website=Center for Environmental Health|access-date=October 17, 2019|archive-date=October 17, 2019|archive-url=https://web.archive.org/web/20191017182826/https://www.ceh.org/news-events/press-releases/content/ceh-settles-juul-worlds-largest-e-cigarette-provider-signs-first-legally-binding-agreement-restricting-marketing-children-teens/|url-status=dead}}

With the changes, Juul also announced that it would discontinue its mango, creme, fruit and cucumber flavors that were sold through its online store. The tobacco, mint and menthol flavors would remain for sale. The discontinuation of these products would only be applicable in the US, with all other countries continuing to sell flavored pods.{{Cite web|url=https://www.cnn.com/2019/10/17/health/juul-stop-selling-flavor-bn/index.html|title=Juul to stop selling several flavored products in the United States|first=Michael |last=Nedelman|date=October 17, 2019|publisher=CNN|access-date=October 18, 2019}} In November 2019 Juul announced they would discontinue selling mint flavored pods in the US.{{cite web |first=Dominic |last=Rushe |url=https://www.theguardian.com/society/2019/nov/07/juul-mint-flavored-e-cigarette-halts-sale-teenagers |title=Juul halts sales of mint-flavored e-cigarette popular with teenagers |work=The Guardian |date=November 7, 2019}}

On October 1, 2019, it was reported that Juul had set up an astroturfing campaign called the Switch Network, intended to recruit consumers who are prepared to sign petitions, contact local officials, attend public rallies or protests, testify in public hearings or share their stories with the press to protest restrictions that Juul called "unfair and misguided".{{cite web|url=https://www.cnbc.com/2019/10/01/vaping-company-juul-recruits-customers-for-shadow-grassroots-lobbying-campaign.html|title=Juul hires 'political dark arts' firm led by ex-Clinton campaign director in its fight for survival|last=LaVito|first=Angelica|date=October 1, 2019|publisher=CNBC|access-date=October 1, 2019}}{{cite news |last1=Zarroli |first1=Jim |title=As Pressure From Regulators Increases, Juul Shifts Its Strategy |url=https://www.npr.org/2019/10/02/766568859/juul-turns-to-lobbying-public-relations-as-pressure-increases-from-regulators |access-date=December 24, 2019 |work=All Things Considered |publisher=NPR |date=October 2, 2019}}

Juul was one of the corporate sponsors of the California Democratic Party Conference from May 31 through June 2, 2019, drawing criticism from some politicians and public health officials. The company's logo was prominently displayed on a large screen while Nancy Pelosi, the Speaker of the House at the time, gave a speech.{{Cite web|url=https://www.cnbc.com/2019/06/14/california-democrats-under-fire-after-vaping-company-juul-sponsors-convention.html|title=California Democrats under fire after vaping company Juul sponsors convention|last=Daniels|first=Jeff|date=June 14, 2019|publisher=CNBC|access-date=October 3, 2019}} Juul Labs also sponsored two events with the Centre for Policy Studies, a think tank and pressure group in the United Kingdom, at the Conservative Party Conference.{{Cite web|url=https://conservativepartyconference.com/files/pc2019/Conference_Handbook_2019.pdf|title=Conservative Conference agenda}}{{Cite web|url=http://cps.org.uk/events/q/date/2019/09/29/cps-conservative-party-conference-agenda-2019/|title=CPS Conservative Party Conference Agenda 2019|website=cps.org.uk|access-date=October 3, 2019|archive-date=October 3, 2019|archive-url=https://web.archive.org/web/20191003091250/https://www.cps.org.uk/events/q/date/2019/09/29/cps-conservative-party-conference-agenda-2019/|url-status=dead}} The first event on September 29, 2019, was a reception in celebration of the Conservative Party's bright new thinkers. The second event on October 1, 2019, was a panel discussion with Jo Churchill, MP and then the Parliamentary Under-Secretary of State, Department of Health and Social Care, on the topic "Why Inequality in Britain is About More Than Money".

File:Juul flavour multipack (cropped).jpg

In April 2018, the US Food and Drug Administration (FDA) requested that Juul Labs turn over documents to "better understand the reportedly high rates of youth use and the particular youth appeal of these products." The FDA's request included asking the company to provide documents about the design and marketing of the Juul, research on the safety of the products, and whether certain features of the device's design appeal to specific age groups. FDA also asked eBay to remove several listings of Juul products, which eBay complied with.

FDA commissioner Dr. Scott Gottlieb expressed concern about how the Juul can be easily disguised as a USB flash drive and that the Juul delivers a high amount of nicotine.{{cite press release |last=Gottlieb |first=Scott |date= April 24, 2018 |title=Statement from FDA Commissioner Scott Gottlieb, M.D., on new enforcement actions and a Youth Tobacco Prevention Plan to stop youth use of, and access to, Juul and other e-cigarettes |url=https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm605432.htm |archive-url=https://web.archive.org/web/20180425135135/https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm605432.htm |url-status=dead |archive-date=April 25, 2018 |location=Silver Spring, MD |publisher=Food and Drug Administration|access-date=April 27, 2018}} "We don't yet fully understand why these products are so popular among youth," Dr. Gottlieb said, adding that "These documents may help us get there."{{cite news| issn = 0362-4331| last = Zernike| first = Kate| title = F.D.A. Cracks Down on 'Juuling' Among Teenagers| work = The New York Times| access-date = April 27, 2018| date = April 24, 2018| url = https://www.nytimes.com/2018/04/24/health/fda-e-cigarettes-minors-juul.html}} In response, Juul Labs stated that they would spend $30 million on a campaign to keep Juul out of the hands of young people in addition to working with the FDA, which they announced in a press release in April 2018.{{cite press release |last=Davis |first=Victoria |date=April 25, 2018 |title=Juul Labs Announces Comprehensive Strategy to Combat Underage Use |url=https://www.juullabs.com/juul-labs-announces-comprehensive-strategy-to-combat-underage-use/ |location=San Francisco |publisher=Juul Labs, Inc. |access-date=April 27, 2018 |archive-date=April 27, 2018 |archive-url=https://web.archive.org/web/20180427120652/https://www.juullabs.com/juul-labs-announces-comprehensive-strategy-to-combat-underage-use/ |url-status=dead }} Juul Labs also announced their support for raising the minimum age for vaping products from 18 to 21.{{cite news| issn = 0362-4331| title = Juul Maker to Invest $30M to Combat Underage Vaping| work = The New York Times| agency=Associated Press |access-date = April 27, 2018| date = April 25, 2018| url = https://www.nytimes.com/aponline/2018/04/25/us/politics/ap-us-e-cigarette-crackdown-juul-response.html}}

Juul Labs CEO Kevin Burns said, "we are committed to deterring young people, as well as adults who do not currently smoke from using our products. We cannot be more emphatic on this point: No young person or non-nicotine user should ever try Juul."{{cite web|url=https://www.medpagetoday.com/pulmonology/smoking/72573|title=Juul Maker Vows to Combat Teen Use of E-Cigarette|first=Salynn|last=Boyles|website=MedPage Today|date=April 27, 2018}} The FDA followed up by issuing more than 60 warning letters and fines to stores that were found to be illegally selling Juul products to minors.{{cite web |title=Warning Letters and Civil Money Penalties Issued to Retailers for Selling Juul and Other E-Cigarettes to Minors |url=https://www.fda.gov/TobaccoProducts/NewsEvents/ucm605278.htm |archive-url=https://web.archive.org/web/20180424191916/https://www.fda.gov/TobaccoProducts/NewsEvents/ucm605278.htm |url-status=dead |archive-date=April 24, 2018 |website=FDA Center for Tobacco Products |access-date=September 26, 2018 |date=September 12, 2018}}

In September 2018, the FDA sent letters to Juul Labs and the manufacturers of the four other largest e-cigarette brands in the US—R.J. Reynolds' Vuse, Altria's MarkTen, Imperial Brands' blu eCigs, and Japan Tobacco International's Logic—giving them 60 days to lay out their plans to address widespread youth use of their products.{{cite press release |last=Gottlieb |first=Scott |date=September 12, 2018 |title=FDA takes new steps to address epidemic of youth e-cigarette use, including a historic action against more than 1,300 retailers and 5 major manufacturers for their roles perpetuating youth access |url=https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm620184.htm |archive-url=https://web.archive.org/web/20180912152343/https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm620184.htm |url-status=dead |archive-date=September 12, 2018 |location=Silver Spring, MD |publisher=Food and Drug Administration|access-date=September 26, 2018}} If they fail to comply, FDA may "remove some or all of their flavored products that may be contributing to the rise in youth use from the market." FDA also sent over 1,300 warning letters to stores that undercover investigators had found to be selling Juul and other e-cigarettes to minors, and issued 131 fines ranging from $279 to $11,182.{{cite news |last1=Kaplan |first1=Sheila |last2=Hoffman |first2=Jan |title=F.D.A. Targets Vaping, Alarmed by Teenage Use |url=https://www.nytimes.com/2018/09/12/health/juul-fda-vaping-ecigarettes.html?action=click&module=Top%20Stories&pgtype=Homepage |access-date=September 26, 2018 |work=The New York Times |date=September 12, 2018 |page=A1}}

Juul responded with a statement that "Juul Labs will work proactively with FDA in response to its request."{{cite press release |last=Davis |first=Victoria |date=September 12, 2018 |title=Statement From Kevin Burns, Juul Labs Chief Executive Officer, Regarding Recent FDA Request |url=https://support.juul.com/learn/read/juul-labs-fda-request-statement |location=San Francisco |publisher=Juul Labs |access-date=September 26, 2018 |archive-date=September 29, 2018 |archive-url=https://web.archive.org/web/20180929041140/https://support.juul.com/learn/read/juul-labs-fda-request-statement |url-status=dead }} A Juul spokeswoman also announced that Juul has its own patrol of retailers who advertise to youths or who do not enforce age requirements, noting that it had requested the removal of over 5,500 posts from Instagram, 144 posts from Facebook Marketplace, and 33 from Amazon.com. In total, Instagram removed 4,562 of 5,500 posts, Facebook Marketplace removed 45 of 145, and Amazon took down 13 of 33. An April 2018 survey by the Truth Initiative found that 89% of adolescents who attempted to buy Juul online succeeded, however, and Gottlieb said that Juul's efforts "didn't have the intended impact or I wouldn't be viewing the statistics I'm now seeing."

The FDA made an unannounced inspection of Juul headquarters in late September 2018 to gather information on the firm's marketing methods.{{cite news |author1=RNN Staff |title=FDA seizes documents from e-cigarette maker in broader crackdown on underage vaping |url=http://www.wect.com/2018/10/03/fda-seizes-documents-e-cigarette-maker-broader-crackdown-underage-vaping/ |access-date=October 4, 2018 |publisher=WECT |agency=RNN |date=October 2, 2018 |archive-date=October 4, 2018 |archive-url=https://web.archive.org/web/20181004021207/http://www.wect.com/2018/10/03/fda-seizes-documents-e-cigarette-maker-broader-crackdown-underage-vaping/ |url-status=dead }} FDA announced afterwards that it had seized thousands of pages of documents on Juul Labs' marketing practices. Shares of three Big Tobacco companies—Altria, Philip Morris International, and British American Tobacco—rose at the news of the inspection.

On November 13, 2018, 60 days after the FDA's ultimatum, Juul announced it would stop accepting retail orders for mango, fruit, creme, and cucumber Juul pods in compliance with the FDA's investigation. Juul will continue to sell Virginia tobacco, classic tobacco, and menthol flavored pods in retail stores, and noted that it will renew retail sales of its other flavors at stores that invest in age-verification technology. In addition, the company said they would shut down their Facebook and Instagram accounts in the U.S. that promote the use of flavored pods, which entice underage users.{{Cite news|url=https://www.nytimes.com/2018/11/13/health/juul-ecigarettes-vaping-teenagers.html|last1=Kaplan|first1=Sheila|last2=Hoffman|first2=Jan|title=Juul Will Stop Selling Most E-Cigarette Flavors in Stores and Halt Social Media Promotions|work=The New York Times |date=November 13, 2018|access-date=November 19, 2018}} In September 2019, President Donald Trump announced a potential ban on a majority of flavored e-cigarettes with the exception of menthol.{{Cite news|last1=Karni|first1=Annie|last2=Haberman|first2=Maggie|last3=Kaplan|first3=Sheila|date=November 17, 2019|title=Trump Retreats From Flavor Ban for E-Cigarettes|language=en-US|work=The New York Times|url=https://www.nytimes.com/2019/11/17/health/trump-vaping-ban.html|access-date=May 9, 2020|issn=0362-4331}}

On February 25, 2020, it was announced that 39 U.S. states were investigating the marketing and sales of vaping products made by Juul. The scope of the investigation includes whether the company targeted youths and made misleading claims about nicotine content in its devices. Attorneys general from Connecticut, Florida, Nevada, Oregon and Texas said they were leading the multi-state investigation.{{Cite web|url=https://www.cnbc.com/2020/02/25/39-states-investigating-juuls-marketing-of-vaping-products.html|title=39 states investigating Juul's marketing of vaping products|date=February 25, 2020|publisher=CNBC|access-date=March 1, 2020}}

{{See also|Vail v. Juul Labs, Inc.}}

Since 2019, over 2,300 personal injury, government entity, tribal, and class action cases have been filed against Juul in federal court.{{cite web |last1=Pierson |first1=Brendan |title=Juul directors, Altria must face bellwether lawsuits -judge |date=July 23, 2021 |url=https://www.reuters.com/legal/litigation/juul-directors-altria-must-face-bellwether-lawsuits-judge-2021-07-23/ |publisher=Reuters}}{{Cite web |title=E-Cigarette & Juul Lawsuits {{!}} Seizures, Lung Injury and Stroke |url=https://www.drugwatch.com/e-cigarettes/lawsuits/ |access-date=April 28, 2022 |website=Drugwatch.com |language=en}} In October 2019, all federal lawsuits against Juul were consolidated into a multidistrict litigation in the Northern District of California before Judge William Orrick III.{{cite web |title=In re: Juul Labs, Inc. Marketing, Sales Practices & Products Liability Litigation |url=https://www.cand.uscourts.gov/judges/orrick-william-h-who/in-re-juul-labs-inc-marketing-sales-practices-products-liability-litigation/ |website=United States District Court for the Northern District of California |access-date=August 16, 2021}}

Various governing bodies have alleged in suits that Juul markets an unsafe product to children, including state attorneys general in Arizona, California, Illinois, Massachusetts, Minnesota, Mississippi, New York, and North Carolina,{{cite web|url=https://www.bostonglobe.com/2020/02/12/metro/ag-files-lawsuit-against-juul-alleging-campaign-lure-underage-teens/|website=bostonglobe.com|title=Healey files lawsuit against JUUL, alleging a campaign to lure underage teens|access-date=July 22, 2022}} the District of Columbia,{{Cite news |title=D.C. sues Juul, alleging e-cigarette maker marketed to teens |language=en-US |newspaper=Washington Post |url=https://www.washingtonpost.com/local/dc-politics/dc-attorney-general-sues-juul-alleging-e-cigarette-maker-marketed-to-teens/2019/11/26/8c978852-108c-11ea-bf62-eadd5d11f559_story.html |access-date=July 8, 2022 |issn=0190-8286}} and the school districts of Three Village Central in New York, La Conner in Washington, Olathe in Kansas, and Francis Howell in Missouri.{{Cite web|url=https://www.businessinsider.com/juul-timeline-from-startup-to-tobacco-company-challenges-bans-2019-9|title=The precarious path of e-cig startup Juul: From Silicon Valley darling to $38 billion behemoth under criminal investigation|last=Brodwin|first=Erin|website=Business Insider|access-date=October 8, 2019}}

Individual suits for damages caused by injury and wrongful death allege that Juul products were addictive and inappropriately marketed as safe and not addictive{{cite news|last1=Tiku|first1=Nitasha|title=Users Sue Juul for Addicting Them to Nicotine|url=https://www.wired.com/story/users-sue-juul-for-addicting-them-to-nicotine/|access-date=September 24, 2018|magazine=Wired|date=July 23, 2018}}{{cite news|url=https://www.law360.com/articles/1209609/juul-hit-with-first-ever-vaping-death-lawsuit-|title=Juul Hit With First-Ever Vaping Death Lawsuit|publisher=Law360|date=October 15, 2019}}{{Cite web|url=https://abcnews.go.com/GMA/News/juul-user-21-sues-company-hospitalized-coma-days/story?id=66431800|title=Former Juul user sues company after being hospitalized, placed in coma for 8 days|website=ABC News|access-date=October 24, 2019}} and were advertised and sold online to minors.{{Cite web|url=https://www.cpr.org/2019/10/28/colorado-teen-sues-juul-labs-over-nicotine-addiction-and-injuries/|title=Colorado Teen Sues Juul Labs Over Nicotine Addiction And Injuries|last=Daley|first=John|website=Colorado Public Radio|date=October 28, 2019 |access-date=October 29, 2019}} The family of one teenager alleged he was enticed by Juul's "candy-like flavors, sleek and discreet design, and its representations that it was a healthier alternative to combustible cigarettes."{{cite news|url=https://www.vice.com/en/article/juul-is-facing-a-new-lawsuit-from-a-dead-teens-mother/|title=Juul Is Facing a New Lawsuit from a Dead Teen's Mother|first=Alex|last=Norcia|work=Vice|date=October 15, 2019}} Juul did not place nicotine warnings on its products until August 2018, according to one complaint.{{cite web |first=Kieran |last=Nicholson |url=https://www.denverpost.com/2019/10/28/colorado-lawsuit-juul/ |title=Colorado teen sues Juul, alleges e-cigarette giant isn't warning public of vaping dangers |work=The Denver Post |date=October 28, 2019}}

Investor class action lawsuits were also filed on behalf on behalf of shareholders of Altria Group, alleging Altria failed to conduct sufficient due diligence prior to the company's investment in Juul, failed to inform the investors about risks associated with Juul's products and marketing practices, the mounting public scrutiny and its impact on the Altria business, and that some of the company's public statements were false and misleading.{{Cite web|url=https://finance.yahoo.com/news/klein-law-firm-reminds-investors-144500397.html|title=The Klein Law Firm Reminds Investors of Class Actions on Behalf of Shareholders of MO, OSTK and SDC|date=October 6, 2019 |publisher=Yahoo! Finance|access-date=October 7, 2019}}{{Cite web|url=https://finance.yahoo.com/news/investor-alert-altria-group-inc-193500405.html|title=Investor Alert – Altria Group, Inc. (MO) - Bronstein, Gewirtz & Grossman, LLC Notifies Investors of Class Action and Lead Deadline: December 2, 2019|date=October 7, 2019 |publisher=Yahoo! Finance|access-date=October 8, 2019}}{{Cite web|url=https://www.businesswire.com/news/home/20191008005203/en/INVESTOR-ALERT-Law-Offices-Howard-G.-Smith|title=Investor Alert: Law Offices of Howard G. Smith Announces the Filing of a Securities Class Action on Behalf of Altria Group, Inc. Investors|date=October 8, 2019|website=businesswire.com|access-date=October 8, 2019}}{{Cite web|url=https://finance.yahoo.com/news/shareholder-action-notice-schall-law-031500106.html|title=Shareholder Action Notice: The Schall Law Firm Announces the Filing of a Class Action Lawsuit Against Altria Group, Inc. and Encourages Investors with Losses in Excess of $100,000 to Contact the Firm|date=October 12, 2019 |publisher=Yahoo! Finance|access-date=October 12, 2019}}{{Cite web|url=https://finance.yahoo.com/news/shareholder-alert-pomerantz-law-firm-220000507.html|title=Shareholder Alert: Pomerantz Law Firm Reminds Shareholders with Losses on their Investment in Altria Group, Inc. of Class Action Lawsuit and Upcoming Deadline - MO|date=October 11, 2019 |publisher=Yahoo! Finance|access-date=October 12, 2019}} An administrative complaint raised by the Federal Trade Commission against Altria for its Juul stake was dismissed.{{Cite web |title=FTC Loses the First Round of the Altria/JUUL Merger Litigation |url=https://www.jdsupra.com/legalnews/ftc-loses-the-first-round-of-the-altria-5386410/ |access-date=July 8, 2022 |website=JD Supra |language=en}}

In October 2019, a lawsuit was filed in US District Court for the Northern District of California by Siddharth Breja, who was the former senior vice president of global finance for Juul.{{cite web |first=Stephanie M. |last=Lee |url=https://www.buzzfeednews.com/article/stephaniemlee/juul-lawsuit-contaminated-pods |title=Juul Shipped At Least A Million Contaminated Pods, New Lawsuit Says |publisher=Buzzfeed |date=October 30, 2019}} Breja contends he was fired in March 2019, a week after voicing concerns regarding Juul's contaminated products.{{cite web |first=Rosie |last=Perper |url=https://www.businessinsider.com/former-juul-executive-says-company-shipped-one-million-tainted-pods-2019-10?r=US&IR=T |title=A former Juul executive filed a lawsuit alleging that the company shipped 1 million tainted pods to customers and retailers |work=Business Insider |date=October 30, 2019}} In February 2019, Breja disagreed with selling pods that were close to a year old. In response, then Juul CEO Kevin Burns allegedly said, "Half our customers are drunk and vaping like mo-fos, who the fuck is going to notice the quality of our pods." A representative for Burns relayed a message made by Burns to Vice: "I never said this, or anything remotely close to this, period. As CEO, I had the company make huge investments in product quality and the facts will show this claim is absolutely false and pure fiction."{{cite web |first=Hannah |last=Smothers |url=https://www.vice.com/en/article/heres-what-juul-allegedly-thinks-of-its-customers/ |title=Here's What Juul Allegedly Thinks of Its Customers |work=Vice |date=October 30, 2019}}

Further lawsuits came in 2022. In April, 30 individual plaintiffs across three separate cases similarly alleged that Juul's marketing "targeted youths and young adults with aggressive advertising campaigns" and misrepresented its products as safe. The complaints also argued that the company neglected to inform customers as to the products' addictiveness.{{Cite web |title=Juul Faces More Suits Over Marketing Vapes As 'Safe' - Law360 |url=https://www.law360.com/articles/1487577/juul-faces-more-suits-over-marketing-vapes-as-safe |access-date=April 27, 2022 |website=www.law360.com |language=en}} In September 2022, Juul had to pay $438.5M as a settlement after a two-year-long investigation into the company's marketing and sales practices aimed at teenagers and minors, led by several US states. As part of the deal, Juul agreed to stop using people under 35 years in their advertisements. The company continues to face litigation in other states that were not part of the settlement as well as multiple private lawsuits.{{cite news|url=https://www.bbc.com/news/business-62813896 | title=Vaping: Juul to pay $438.5m in youth marketing probe | date=September 6, 2022 | publisher=BBC News |access-date=September 6, 2022 }}{{Cite web |url=https://www.americantop40.com/content/2022-09-06-juul-agrees-to-438-million-settlement-for-marketing-e-cigarettes-to-teens/ |title=Juul Agrees To $438 Million Settlement For Marketing E-Cigarettes To Teens |last=Galluccio |first=Bill |date=September 6, 2022 | publisher=American Top 40}}

In December 2022, Juul agreed to pay $1.2 billion to settle about 10,000 lawsuits claiming the company as a major cause for the youth-vaping epidemic in the U.S.{{cite web |last=Roush |first=Ty |date=December 9, 2022 |title=Juul To Pay $1.2 Billion To Settle Youth-Vaping Lawsuits |url=https://www.forbes.com/sites/tylerroush/2022/12/09/juul-to-pay-12-billion-to-settle-youth-vaping-lawsuits |work=Forbes |url-access=limited |archive-url=https://web.archive.org/web/20221209220100/https://www.forbes.com/sites/tylerroush/2022/12/09/juul-to-pay-12-billion-to-settle-youth-vaping-lawsuits/ |archive-date=December 9, 2022 |url-status=live}}

In April 2023, Juul Labs announced its decision to pay $462 million (£372 million) to settle legal claims over false marketing aimed at enticing young buyers. These claims were brought forth by six US states: California, Colorado, Illinois, Massachusetts, New Mexico, and New York. Payments of the agreed amount will take place over the course of eight years. Juul denied wrongdoing and attributed the settlement to its "commitment to resolve issues from the company's past".{{Cite news |last=Race |first=Michael |date=April 12, 2023 |title=Juul Labs agrees $462m deal to settle claims |url=https://www.bbc.com/news/business-65258827 |access-date=April 2, 2024 |work=BBC}}

Counterfeit Juul pods are manufactured in China{{cite web |first=Angelica |last=LaVito |url=https://www.cnbc.com/2019/08/26/fake-juul-pods-fill-shelves-after-vaping-giant-pulled-fruity-flavors.html |title=Fake Juul pods line store shelves, worrying users and posing another threat to the embattled company |publisher=CNBC |date=August 26, 2019}} and Juul has filed lawsuits against 30 Chinese companies.{{cite web |first=John |last=Crudele |url=https://nypost.com/2019/04/10/a-tale-of-two-juul-pods-chinas-counterfeits-pose-a-threat-to-us/ |title=A tale of two Juul pods: China's counterfeits pose a threat to US |work=New York Post |date=April 10, 2019}} Counterfeit Juul-compatible pods have seen sold on Alibaba{{cite web |first1=Jennifer |last1=Maloney |first2=Daniela |last2=Hernandez|url=https://www.wsj.com/articles/vapings-black-market-complicates-efforts-to-combat-crises-11570354204 |title=Vaping's Black Market Complicates Efforts to Combat Crises |work=The Wall Street Journal |date=October 6, 2019}} and an influx appeared in "local [US] markets" following Juul's discontinuation of several flavors.{{Cite web |last=LaVito |first=Angelica |date=August 26, 2019 |title=Fake Juul pods line store shelves, worrying users and posing another threat to the embattled company |url=https://www.cnbc.com/2019/08/26/fake-juul-pods-fill-shelves-after-vaping-giant-pulled-fruity-flavors.html |access-date=April 27, 2022 |website=CNBC |language=en}}

The company filed a complaint with the U.S. International Trade Commission (ITC) in early-October 2018 over counterfeit products manufactured by companies in the United States and China that Juul Labs says infringed on its US patents.{{Cite news |last=Geller |first=Martinne |date=October 4, 2018 |title=E-cigarette maker Juul files complaints against 'copycat products' |url=https://www.reuters.com/article/us-juul-ecigarettes-patents/e-cigarette-maker-juul-files-complaints-against-copycat-products-idUSKCN1ME127 |access-date=October 4, 2018 |work=Reuters}} The complaint seeks to end importation of these products into the US. In February 2019, Juul sued several companies for infringing on its trademarks, among which was a cartoon logo titled the Juul Monster.{{cite news |last1=Becker |first1=Rachel |date=February 23, 2019 |title=A cartoon monster puffing on a Juul stars in the vaping giant's latest lawsuit |url=https://www.theverge.com/2019/2/23/18236921/juul-lawsuits-trademark-infringement-suing-logo-monster |access-date=March 24, 2019 |work=The Verge}}

In June 2019, the City of San Francisco passed legislation banning the sale of e-cigarettes online as well as offline, and a separate ordinance preventing e-cigarette manufacturers from occupying city-owned property.{{Cite journal|last1=Sircar|first1=Neiloy R.|last2=Glantz|first2=Stanton A.|date=January 21, 2021|title=Defeating Juul's Effort to Rewrite San Francisco's E-Cigarette Regulations|journal=American Journal of Public Health|volume=111|issue=3|pages=e1–e8|doi=10.2105/AJPH.2020.305993|pmid=33476232|pmc=7893333|issn=0090-0036}}{{Cite news|url=https://www.bloomberg.com/news/articles/2019-06-25/juul-ban-in-san-francisco-is-expected-to-be-passed|title=San Francisco Becomes First U.S. City to Pass an E-Cigarette Ban|date=June 25, 2019|access-date=June 26, 2019}} Proponents of the bill have said that they want the bill to serve as a warning to Juul that they were not wanted in the city. The decision to ban sales to the city was to ensure that the FDA began its pre-market review of e-cigarette products immediately. The San Francisco Port Commission, which owns and operates the heritage structure at Pier 70, has supported the legislation to prevent Juul and also companies that are active in the tobacco, firearms and alcohol business from occupying property that belongs to the city.{{cite news |last1=Ho |first1=Catherine |title='We don't want them in our city': SF officials seek Juul crackdown |url=https://www.sfchronicle.com/business/article/Port-officials-considering-way-to-boot-Juul-from-13559931.php |access-date=March 24, 2019 |work=San Francisco Chronicle |date=January 25, 2019}} Because the June 2019 ordinance did not apply retroactively, Juul was able to maintain its location at Pier 70. Juul spent at least $4.3 million in support of Proposition C to try to rescind the ban on flavored e-cigarettes in San Francisco.{{cite news |first=Catherine |last=Ho |url=https://www.sfchronicle.com/business/article/SF-voters-must-be-told-Juul-s-measure-may-14420091.php |title=SF voters must be told Juul's measure may repeal city's flavored e-cigs ban |work=San Francisco Chronicle |date=September 6, 2019}} On September 30, 2019, Juul announced it will no longer actively support Proposition C.{{cite web |url=https://sanfrancisco.cbslocal.com/2019/09/30/juul-to-cease-support-for-prop-c-measure-to-overturn-san-francisco-e-cigarette-ban/ |title=Juul Pulls Support For Prop C, Measure To Overturn San Francisco E-Cigarette Ban |publisher=CBS San Francisco |date=September 30, 2019}}

On June 23, 2022, the FDA ordered Juul to remove all of its products from the United States market. The "marketing denial" order is in response to a Premarket Tobacco Product Application Juul had submitted two years earlier. It applies to "all of their products currently marketed in the United States." The FDA has previously authorized other companies to sell vaping products intended for adults, but it cited Juul for targeting its products and advertising specifically to young people.{{cite news|url=https://www.npr.org/2022/06/23/1106846310/juul-fda-vaping-e-cigarettes|title=The FDA orders Juul to pull all of its vaping products from the U.S. market|last=Chappell|first=Bill|date=June 23, 2022|work=NPR|access-date=June 23, 2022}} The company said it would appeal and seek a stay of the decisions.{{cite news|url=https://www.nytimes.com/2022/06/23/health/fda-juul-ecigarettes-ban.html|title=F.D.A. Orders Juul to Stop Selling E-Cigarettes|last1=Richtel|first1=Matt|last2=Jacobs|first2=Andrew|date=June 23, 2022|work=The New York Times|access-date=June 23, 2022}}{{Cite news |title=FDA orders Juul e-cigarettes off the market over safety concerns |language=en-US |newspaper=Washington Post |url=https://www.washingtonpost.com/health/2022/06/23/juul-banned-fda/ |access-date=June 24, 2022 |issn=0190-8286}}

Later the same day, a panel of the U.S. District Court for the District of Columbia issued a stay on the order while the Court reviews the case.{{cite news|url=https://spectrumlocalnews.com/tx/san-antonio/ap-top-news/2022/06/24/juul-seeks-to-halt-fda-order-banning-e-cigarette-sales-in-us|title=Juul can keep selling e-cigarettes as court blocks FDA ban|work=Spectrum News, San Antonio|publisher=Associated Press|access-date=June 25, 2022}} In response to the order, groups in support of removing electronic cigarettes from the market stated their support while complaints from adult nicotine vape users have been featured.{{Cite web |date=June 23, 2022 |title=Group says potential Juul ban 'very important step' |url=https://www.woodtv.com/news/grand-rapids/group-says-potential-juul-ban-very-important-step/ |access-date=June 30, 2022 |website=WOODTV.com |language=en-US}}{{Cite web |date=June 29, 2022 |title=Juul e-cigarettes helped me quit smoking, please don't ban them |url=https://nypost.com/2022/06/29/ex-smokers-freaking-out-about-ban-on-juul-pods-and-e-cigs/ |access-date=June 30, 2022 |website=New York Post |language=en-US}} Multiple corporate valuations for Juul were written down in the wake of the order, with some being cut by up to 88%.{{Cite web |title=Juul Labs Valuation Cut 88% at Fidelity and Capital Group |url=https://finance.yahoo.com/news/juul-labs-valuation-cut-88-211726078.html |access-date=2022-08-02 |website=finance.yahoo.com |language=en-US}} Juul also sought consulting regarding the legal and restructuring realities it faced following the order.{{Cite web |last= |first= |date=2022-07-06 |title=Juul Taps Centerview for Financing Amid Stay on FDA Ban - BNN Bloomberg |url=https://www.bnnbloomberg.ca/juul-taps-centerview-for-financing-amid-stay-on-fda-ban-1.1788634 |access-date=2022-08-02 |website=BNN}}

• Electronic cigarette and e-cigarette liquid marketing
• Nicotine marketing

{{reflist}}

{{refbegin}}

• {{cite news |last1=Barshad |first1=Amos |title=The Juul Is Too Cool |work=The New York Times |date=April 7, 2018 |url=https://www.nytimes.com/2018/04/07/style/the-juul-is-too-cool.html |issn=0362-4331 }}
• {{cite news |last1=Bellafante |first1=Ginia |title=Cool-Looking and Sweet, Juul Is a Vice Teens Can't Resist |work=The New York Times |date=February 16, 2018 |url=https://www.nytimes.com/2018/02/16/nyregion/juul-teenagers-vaping-ecigarettes-dangers.html |issn=0362-4331 }}
• {{cite journal |last1=Kavuluru |first1=Ramakanth |last2=Han |first2=Sifei |last3=Hahn |first3=Ellen J |title=On the popularity of the USB flash drive-shaped electronic cigarette Juul |journal=Tobacco Control |volume=28 |issue=1 |pages=tobaccocontrol–2018–054259 |date=April 13, 2018 |doi=10.1136/tobaccocontrol-2018-054259 |pmid=29654121 |pmc=6186192 |issn=1468-3318}}
• {{cite journal |last1=Willett |first1=Jeffrey G |last2=Bennett |first2=Morgane |last3=Hair |first3=Elizabeth C |last4=Xiao |first4=Haijuan |last5=Greenberg |first5=Marisa S |last6=Harvey |first6=Emily |last7=Cantrell |first7=Jennifer |last8=Vallone |first8=Donna |title=Recognition, use and perceptions of Juul among youth and young adults |journal=Tobacco Control |date=April 18, 2018 |volume=28 |issue=1 |pages=115–116 |doi=10.1136/tobaccocontrol-2018-054273 |pmid=29669749 |s2cid=4953543 |url=https://truthinitiative.org/sites/default/files/Recognition-use-and-perceptions-of-JUUL-among-youth-and-young-adults.pdf |access-date=February 10, 2020 |archive-date=December 7, 2018 |archive-url=https://web.archive.org/web/20181207152101/https://truthinitiative.org/sites/default/files/Recognition-use-and-perceptions-of-JUUL-among-youth-and-young-adults.pdf |url-status=bot: unknown }}
• {{Cite book |last=Etter |first=Lauren |author-link= |date=2021 |title=The Devil's Playbook: Big Tobacco, Juul, and the Addiction of a New Generation |publisher=Crown |page=496 |isbn=978-0-593-23798-4}}

{{refend}}

{{commons category|Juul vaping device|Juul}}

• {{Official|https://www.juul.com}}
• [http://tobacco.stanford.edu/tobacco_main/subtheme_pods.php?token=fm_pods_mt068.php Archive of Juul's marketing materials] {{Webarchive|url=https://web.archive.org/web/20210203042658/http://tobacco.stanford.edu/tobacco_main/subtheme_pods.php?token=fm_pods_mt068.php |date=February 3, 2021 }} from Stanford Research Into the Impact of Tobacco Advertising
• [https://www.nytimes.com/2021/05/25/books/review/the-devils-playbook-lauren-etter.html Juul Wanted to Disrupt Big Tobacco. Instead It Created an Epidemic of Addiction.] May 25, 2021 The New York Times

{{Electronic cigarettes}}

Category:Electronic cigarettes

Category:Electronics companies established in 2017

Category:Manufacturing companies based in San Francisco

Category:2017 establishments in California

Category:Electronic cigarette manufacturers

Category:Electronic cigarette brands

Category:American companies established in 2017

Category:Technology companies based in the San Francisco Bay Area

Category:Electronics companies of the United States