Our Responsibility

JUUL Labs was founded with the goal of improving the lives of the world’s one billion adult smokers.

We believe JUUL is the first viable alternative for adult smokers. Smoking is bad for your health, and those who don’t currently use nicotine products should not start. We recognize that smoking alternatives e-cigarettes continue to be the subject of conversation. We welcome dialogue, debate, and data. Below are several JUUL Labs perspectives on these topics.

Regulation & Public Policy

We support reasonable regulation of nicotine products and comply with all relevant laws and regulations.

We share public health concerns about cigarettes; in fact, they constitute our company’s mission. We did not create JUUL to undermine years of effective tobacco control, and we do not want to see a new generation of smokers. We believe JUUL can accelerate cigarette displacement.

We are committed to understanding JUUL’s performance and impact. Incorporating the latest research from leading scientists in the field drives our innovation.

We want to be part of the solution to end combustible smoking, not part of a problem to attract youth, never smokers, or former smokers to nicotine products. We invest our time and resources in new ways to deliver JUUL exclusively to adult smokers, and we welcome discussions on this topic.

Marketing & Social Media Code

We adhere to strict guidelines to ensure that our global marketing activities are directed toward existing adult smokers.

  • JUUL is a nicotine product intended for adults of legal purchase age.
  • JUUL is not appropriate or intended for youth
  • JUUL is not intended for former smokers or never smokers
  • JUUL products have not been approved by any government authority to diagnose, treat, cure, or prevent any disease.

In countries where advertising and marketing activities for e-cigarette products are permitted:

  • We do not feature images or situations intended for a youth audience.
  • Our campaigns depict appropriately aged individuals.
  • We do not use cartoons, caricatures, or other designs aimed at attracting minors.
  • We ensure responsible placement of our product designed to limit exposure to an underage demographic.
  • Product sampling complies with all federal and state regulations.
  • We always include nicotine warning messaging with all social media posts.
  • We only post social media content targeting adult smokers, and always demonstrate the product in a mature context.
  • We do not share social media content that promotes excess use or inappropriate use of our product.
  • We only share user generated social media content that does not feature underage users.

We support and comply with all relevant national and local laws and regulations to prevent sales to minors. This includes stringent third party age verification for online sales.

Educational Resources

Adult smokers should have access to scientific research and opinions. Here are several links that offer a variety of perspectives on both the technology and the industry:

ASH U.K. Fact Sheet
Public Health England
The Food and Drug Administration
The Washington Post
The Wall Street Journal