Marketing

JUUL products are designed for adult consumers as an alternative to combustible cigarettes.

The target audience for our marketing is current adults who smoke. As part of the FDA’s authorization of JUUL products, the agency has mandated a number of marketing restrictions regarding how and where we can advertise and sell our products in the US. The FDA’s marketing granted order also requires Juul Labs to provide FDA thirty-days’ advance notice of any new marketing, advertising, and labelling materials, not previously submitted to the Agency, before distribution. We comply with FDA requirements and target our promotional communications and materials to adults who smoke through narrow marketing channels to limit potential for unintended exposure among those who are underaged and those who are not currently smoking or vaping. 

Marketing plays a role in making adults who smoke aware of alternatives to combustible cigarettes. Juul Labs conducts all of its marketing in accordance with a strict set of company guidelines. These guidelines include assuring that our marketing is clear on the following points:

  • JUUL products contain nicotine and are intended only for adults who use nicotine and are of legal purchase age.
  • JUUL products are not appropriate or intended for those under age.
  • JUUL products are not intended for former smokers or never smokers.
  • JUUL products are switching products. JUUL products are not intended to be used as cessation products, for the cure or treatment of nicotine addiction (e.g., smoking cessation), relapse prevention, nor for the relief of nicotine withdrawal symptoms.
  • We do not feature images or situations intended for an underage audience.
  • Our campaigns depict appropriately-aged individuals.
  • We do not use cartoons, caricatures, or other designs aimed at attracting minors.
  • We ensure the responsible placement of our product to limit exposure to those underage.
  • We support and comply with all federal and state regulations to prevent sales to minors – this includes stringent third-party age verification for online sales.
  • Juul Labs does not engage in social media promotions or advertising.
    • Currently, the only corporate social media accounts Juul Labs operates are the Juul Labs X account (@JuulLabsInc), LinkedIn, and an age-gated YouTube channel for non-promotional purposes only.
    • Advertising and/or promotion of JUUL products is strictly prohibited on these accounts.
    • Permitted posts are limited to non-promotional communications and include the following categories: (1) company news (e.g., new employees), (2) press releases on scientific research, (3) public policy updates, and (4) potential product safety notices.
    • Juul Labs does not engage in lifestyle influencer marketing on Facebook, Instagram, or similar social media platforms; and Juul Labs contractually prohibits Juul Labs’ commercial partners (e.g. retailers and distributors) from engaging in these practices.

See Other Pages