The electronic cigarette brand Juul is known for its popularity among teens. Even though the company has vowed not to market to underage users, a new study shows many adolescents are being exposed to the device through social media.
Research from the Keck School of Medicine at the University of Southern California finds underage kids make up 25% of Juul’s followers on Twitter.
Juul resembles a flash drive and can be plugged into a computer to recharge. A “pod” of liquid containing nicotine is loaded into the device and heated, with the user inhaling the vapor. That vapor contains about double the concentration of nicotine found in other e-cigarettes, the study authors say. It also comes in a range of youth-friendly flavors, including mango and fruit medley.
Research shows adolescents exposed to e-cigarette marketing and ads are more likely to use the devices.
According to the Centers for Disease Control and Prevention, 9 out of every 10 cigarette smokers started before age 18.
Juul says it is taking actions to prevent and combat underage use.
In a statement, the company says it “has aggressively worked with social media platforms to remove posts and accounts that portray our product in unauthorized and youth-oriented manners. In just six months this year, we helped remove over 8,000 listings, 450 accounts, and 18,000 online marketplace listings.”
