JUUL marketing campaigns have a powerful appeal for teenagers and young adults, as indicated by recent surveys and analyses of social media.

According to a recently-published study appearing in the Journal of the American Medical Association Pediatrics and reported by HealthDay, well over 80 percent of JUUL’s followers on Twitter are between 13 and 20 years of age – despite the fact that in many states and communities, a person may not legally purchase tobacco products until age 21.

JUUL Marketing: A Page From Big Tobacco’s Playbook?

It is a historical fact that the major cigarette makers targeted young people when they were allowed to advertise their products.

In those days, ad campaigns featuring cartoon characters and figures such as the “Marlboro Man” were carefully designed to appeal to a younger demographic – because cigarette companies were aware that young people were more likely to develop a lifelong addiction to tobacco.

Commanding 70 percent of the e-cigarette market, JUUL is by far the most popular brand among those who “vape.” Much of its appeal lies in the device’s discreet design, e-liquids available in sweet and fruity flavors and a special nicotine solution that delivers high doses without excessive harshness.

However, JUUL marketing strategy employed social media in ways that were tightly focused on young people. The company featured young, attractive people in their marketing images and made extensive use of “influencers.”

Serious Health Consequences

According to HealthDay, Annice Kim, author of the study, warns that “The rise of e-cigarettes and the lack of regulation around marketing with its appeal to youth is now addicting a whole generation of youth on nicotine.”

This is particularly troubling, since e-cigarettes deliver a far greater “nicotine punch” than cigarettes. Furthermore, developing brains are far more susceptible to addiction – a fact of which Big Tobacco was well aware.

Addiction is only part of the danger, Recently, the FDA published a safety warning, noting that there were 35 reported cases of nicotine-related seizures between 2010 and 2019 – most of which involved teens and young adults. The FDA also said that because of the voluntary nature of its reporting system, there is likely to have been more cases that have gone unreported.

JUUL Responds

Faced with criticism and impending restrictions by lawmakers, JUUL announced in November that it would deactivate its Facebook account and cease its Twitter promotions, confining its social media activity to reports on studies and prevention of underage use of tobacco products.

In a press release, the company said, “We don’t want youth using our product…we share the researchers’ stated interest in restricting underage engagement with our limited social media activities,” according to HealthDay.

However, JUUL has also questioned Kim’s study, claiming that her team’s data was “significantly [different] from the data Twitter made available.” They said that youth between the ages of 13 and 17 made up less than 4 percent of its Twitter followers.

Unfortunately, JUUL marketing campaigns have done their work all too well. Vince Willmore of the Campaign for Tobacco-Free Kids says, “Young customers continue to do the marketing for them through their social media posts.”

Join a Free JUUL E-Cigarette Class Action Lawsuit Investigation

If you or your child suffered seizures after vaping with a JUUL e-cigarette, you may benefit from participating in a free JUUL class action lawsuit investigation.

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This article is not legal advice. It is presented 
for informational purposes only.