Juul Labs is on a mission to transition the world’s billion adult smokers away from combustible cigarettes, eliminate their use, and combat underage usage of our products. To that end, Juul does not want any non-nicotine users, especially those who are underage, to try our products.
Juul Labs has taken significant action to prevent underage use of our products. Federal data indicates that appropriate access and marketing restrictions can lead to meaningful reductions in underage use of vapor products in a regulated marketplace. According to the CDC’s 2024 National Youth Tobacco Survey, 5.9% of middle and high schoolers reported any past 30-day e-cigarette use and 0.7% reported any past 30-day JUUL use, representing a 98% decrease in underage JUUL use since 2019.
The data further show the need to escalate enforcement against the illicit disposable products that now dominate youth use. That enforcement effort, if coupled with market authorizations for products that meet the statutory standard with science and evidence, can unlock the historic opportunity to reduce the deadly harm of combustible cigarettes while continuing to drive down underage use.