Amidst the rise in vaping in recent years, the FDA has been examining ways to temper the appeal of e-cigarettes to youth. Unfortunately, recent information implies that these efforts have not been as effective as hoped. Despite JUUL’s discontinuation of some appealing vape flavors, overall vaping sales across the industry have not decreased, and sales of other flavors, like mint JUUL pods, saw an increase.

Experts have worried that vaping companies like JUUL were advertising to a teen and young adult audience by selling nicotine vape products in attractive flavors mimicking fruit, candy, and other appealing foods. This was seen by some as an effort to draw in a new consumer base not already loyal to traditional tobacco products, and this audience was allegedly identified in young people.

Now, the federal government has been cracking down on flavored e-cigarettes. This has come in the form of a recent ban on many fruit vape products, but began in 2018 with more mild pressure put on vaping companies. 

After the FDA urged vape companies to limit flavored e-cigarettes to deter teen use, JUUL withdrew some flavors from the market. Now, new research indicates that this did not make much of a dent in the teen and youth market. The researchers are taking this information to speak to the limited effects of self-imposed restrictions implemented by a company.

According to Forbes, a study published in the American Journal of Public Health and conducted by the American Cancer Society indicates that JUUL’s removal of these flavors has barely affected long term sales, if at all. Instead of stopping teen use, the American Cancer Society’s research indicated that teens merely shifted their use to other flavors still available from JUUL, like a tobacco flavored vape product. Other young users reportedly chose to switch brands as opposed to giving up vaping altogether, buying from brands that still sold the sweeter products.

According to the study’s lead author, Alex Liber, MSPH senior scientist with the American Cancer Society’s Economic Health & Policy Research Program summarized this view, saying, “Companies’ attempts to self-impose their own restrictions are unlikely to improve public health. JUUL’s withdrawal of fruit-flavored products was quickly offset by a combination of increased fruit-flavored sales by JUUL’s competitors and increased sales of other flavors” — mint JUUL pods, in particular, experienced a boost.

Reporting on the new research, Forbes cites medical experts who shared their views of JUUL’s appeal to teens. J. Taylor Hays, MD Director of the Nicotine Dependence Center at Mayo Clinic in Rochester, Minnesota, and Professor of Medicine at the Mayo Clinic College of Medicine said that the company intentionally targeted young people through both the advertising and the products offered.

In Dr. Hays’ words, “There is no doubt that this is a way to market the products to youth. The JUUL product in particular created ads that showed images of young people using their products and the varied flavors were part of that approach.”

The American Cancer Society research showed the influence of JUUL’s introduction of the flavored products on the vaping market overall. The new research examined retail data from Nielsen, explains Forbes. Reportedly, data from January 2017, fruit-flavored vapes brought in $10 million in revenue for the company per month. By October 2018, total revenue per month from fruit-flavored vapes. The same time period saw a decrease in the value of tobacco flavored e-cigarettes — down to 17 percent from 40 percent.

JUUL’s withdrawal of some flavors did decrease the sale of these flavored vape products by about two-thirds, but did not affect sales overall. Reportedly, the products that saw the greatest rise in popularity after the fruit products were removed were mint JUUL pods. Tobacco-flavored products also saw a spike in sales, if somewhat less dramatic than that seen by menthol-flavored ones.

Researchers explain that the next question will be to determine if the FDA’s new restrictions will have a greater effect on public health than JUUL’s voluntary, self-imposed restrictions. Forbes explains that it will take time to understand the effects of these restrictions. Some researchers did express pessimistic points of view, worrying that the data current data may give us a glimpse into the future — that the FDA’s restrictions may not be as helpful as hoped.

The researchers shared the view that that as opposed to restricting what products are available, a more effective system of deterring youth vape users might be taxation. According to Dr. Hays, “Youth are among the most price sensitive user group and will reduce the purchase of these products if the price goes up.”

He also went on to say that decreasing the amount of nicotine in vape pods will decrease their appeal — now,  a JUUL pod containing 5 percent nicotine has a higher nicotine content than 30 to 40 cigarettes. Unfortunately, the products’ current numbers make them accessible, attractive, and addictive. Researchers hope that these key factors can be effectively altered to curb youth vape use.

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.

Learn More

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