Combating Underage Use

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 Labs does not want any non-nicotine users, especially those who are underage, to try our products.

Over the past several years we have taken actions to significantly reset our company and rebuild public trust. 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 National Youth Tobacco Survey, use of JUUL as a “usual brand” fell to approximately 0.3% of all youth in 2023 from 11.6% in 2019, representing a 97% decrease from its peak. Among past-30-day ENDS users, use of JUUL as a “usual brand” fell to 3.4% in 2023, down from 57.8% in 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.