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Youth Education, Awareness, & Prevention

As an independent company, we are committed to driving innovation in our category. We are developing and pioneering both technology and programs focused on the prevention of underage use of our products. Below are current efforts being led by our Youth Prevention team.

We recognize that others have expertise in this area. If you have ideas for us or are interested in partnering on this topic, contact us at youthprevention@juul.com

JUUL Labs Effort To Combat Underage Use:
  • We have pledged $30 million over the next three years to independent research, youth and parent education and community engagement. We are working closely with Iowa Attorney General Tom Miller and the group he assembled consisting of public health officials and tobacco control experts.
  • Our e-commerce platform utilizes unique ID match and age verification technology to make sure minors are not able to access and purchase our products online.
  • We market our products responsibly, following strict guidelines to have material directed toward adult smokers and not to youth audiences. (Please read our Marketing & Social Media Code )
  • We support effective legislation and regulation to prevent the purchase and use of our products by minors.
  • We have reseller terms that include monitoring and penalties for noncompliance with underage restrictions.
  • Our packaging includes a prominent nicotine label which reads "WARNING: This product contain nicotine. Nicotine is an addictive chemical." as well as the additional statement “The alternative for adult smokers.”
  • We collaborate with law enforcement on local youth prevention activity and support local programs that address youth education and prevention.
  • Because of the regulated nature of our product, we conduct random compliance checks of independent retail stores using our secret shopping program. We evaluate hundreds of locations every month.
  • We actively monitor the internet and process thousands of enforcement actions per month. Our goal is to ensure only authorized retailers who are subject to our youth prevention controls are selling JUUL products.
  • In November 2018, we submitted a comprehensive action plan to FDA to further combat youth use of JUUL products.
  • We are restricting the sales of flavored JUUL pods (Mango, Fruit, Cucumber, and Creme) and stopping their distribution to traditional retail outlets immediately.
  • These flavored JUUL pods will be sold only through a restricted system that limits sales to consumers who are at least 21 years old and imposes bulk-purchasing restrictions. We believe these measures will significantly restrict the ability of youth to access JUUL products.
  • We are enhancing our ecommerce platform, JUUL.com, to ensure consumers are at least 21 years old and will continue to restrict bulk purchases. We will implement two-factor authentication to link purchases to a user’s cell phone for additional identity and age verification and incorporate facial-recognition technology to prevent the use of fraudulent identification to override the system.
  • We are improving retailer compliance by expanding our secret-shopper program, which will now check compliance with our bulk-purchasing restrictions. We also will impose penalties on retailers who sell to those underage, including cutting off sales permanently.
  • We are exiting our U.S. social media platforms (Facebook and Instagram), maintaining our Twitter account only for the use of non-promotional communications.
  • We are implementing product traceability that will allow us, through confiscated product, to identify where youth are obtaining JUUL products. We will share this information with FDA, and take actions immediately to address these access points for youth.
  • We will develop a new user-authenticated JUUL device that can prevent those underage from using the product.
  • We believe these actions, taken together, will reduce youth use, but will continue to evaluate how best to ensure no youth ever uses JUUL products.