The many JUUL lawsuits underway in Canada and the United States focus on a variety of alleged wrongs. Some accuse Juul Labs, JUUL’s manufacturer, of improper advertising; others say the company made users vulnerable to health issues without appropriate warning. Many allege that Juul Labs and other e-cigarette manufacturers created advertising campaigns targeted at young users, including teens. In doing so, they may have precipitated a continent-wide nicotine addiction crisis.
Most e-cigarette companies identify as their ideal customers adult smokers looking for a less harmful nicotine delivery system. Major public health and safety agencies, including Health Canada, concede that vaping contains fewer and different chemicals than tobacco products and may be safer than traditional cigarettes. However, nicotine use by young people is considered extremely damaging. Developing brains are more susceptible to addiction, and young people who begin using nicotine are more likely to remain addicted into adulthood. Health experts also warn that the long-term effects of sustained e-cigarette use remain unknown.
That’s why JUUL’s practice of creating youth-friendly advertising campaigns and products is so dangerous. In a recent investigative report, the Globe and Mail spoke to Stanford University surgeon and professor Robert Jackler, who studies tobacco marketing. His research found that Juul Labs used ‘pop-up sampling events featuring colourful designs and lounge spaces almost exclusively by young people.’
“Those of us in public health would like to see vaping become an off-ramp for adult smokers,” Jackler told the Globe. “Instead, it’s become a heavily travelled on-ramp for nicotine-naïve teenagers.”
If you use or have used JUUL and have experienced physical, emotional, or behavioural issues, fill out the form on our homepage for a free, confidential case review. JUUL is accused of illegally targeting minors with advertising and contributing to a wave of youth nicotine addiction. We can help – reach out today to learn more.