Teenagers and young adults are particularly vulnerable to the addictive risks of nicotine based e-cigarettes, vape pens, or vapes. Nicotine is highly addictive and can harm adolescent brain development which continues into the mid-20s.
The leader in the e-cigarette market is Juul. Juul is a silicon valley startup which came on to the market in 2015. Early ad campaigns targeted young adults and depicted models in their early 20’s having fun, relaxing, and traveling. Some of Juul’s marketing strategy took cues from big tobacco. Early ads looked very similar to Marlboro’s. Juul launched the product by giving out product for free at movies and music events with the goal of having these influencers popularize Juuls amongst friends. Juul’s design is discreet, sleek and modern. It looks like a usb or a cool piece of technology. Users can select from a variety of flavors such as mango, crème brulee, strawberry lemonade, and tobacco. What Juul did different from big tobacco, was capitalize on social media – and social media is where middle school and high school kids spend a significant amount of time.
After media scrutiny and the FDA took notice of the growing Juul trend, Juul’s advertising became more conservative. It was not until More recent marketing campaigns attempt to make the argument that Juul is a safer alternative to traditional cigarettes and advocate that adult smokers should “Make The Switch.”
On October 17, 2019, Juul suspended sales of most of its flavored products in advance of what appeared to be a federal ban. Mint and menthol flavors remained on the market. Juul also agreed to not advertise at events that allow people under the age of 21, which is only applicable in California.
Key facts and statistics:
Types of injuries:
If you or a loved one is under the age of 21, began “Juuling” between the years of 2015 and the fall of 2018, and have suffered lung damage, disease, or other injury, you may be entitled to compensation