JUUL CEO Apologizes to Parents for Teen Epidemic

J.Adderton, BSN, MSN

JUUL Labs CEO, Kevin Burns, issued an apology to parents of teens who are addicted to the company’s vaping products. The apology was made while touring the JUUL plant with CNBC as part of a documentary aired on July 15, 2019, “Vaporized: America’s E-Cigarette Addiction”. Burns was asked how he would defend his company’s product to the parent of a child addicted to vaping. Burns responded, “I hope there was nothing that we did that made it appealing to them.”

E-cigarettes are the most commonly used form of tobacco among U.S. youths. In 2018, 3.6 million junior high and high school students used e-cigarettes. During the same year, use among high school students increased by an alarming 78%.

What Are E-Cigarettes?

JUUL is a battery operated electronic cigarette that produces vaporized nicotine, or flavored non-nicotine solutions. A user inhales the vapor and then exhales providing the sensation of smoking cigarettes. The use of e-cigarettes, or vaping, are marketed as a way to cut down or make it easier to stop smoking.

JUUL and the Youth Appeal

JUUL, launched in 2015, is the most popular e-cigarette, making up more than 70 percent of the U.S.market. The popularity among teens is related to several factors, including:

Easy to hide and use in school
- Looks like a USB flash drive
- Small enough to fit in a closed hand
- Can charge in a computer USB port
Flavors that appeal to youth (i.e. mango, creme, mint, fruit)
Higher doses of nicotine than other e-cigarettes

According to the manufacturer, a single JUUL pod contains as much nicotine as a pack, or 20, cigarettes. A study from Truth Initiation found that 63 percent of 15-24 year old JUUL users did not know the product always contains nicotine.

Sleek Advertising

In November 2018, JUUL suspended its official social media accounts on Facebook and Instagram to address the widespread use by minors. However, the CDC reports about 69% of middle and high school students have been exposed to e-cigarette marketing. In fact, advertising comes from multiple sources; the internet, stores, magazines, TV and movies.. Exposure to e-cigarette advertisement has played a part in the increased use in youth, even though adults are the intended audience.

Not "Just Vaping"

Youth are often unaware of the potentially harmful substances contained in e-cigarette vapors. The dangers are further hidden since some e-cigarettes marketed as containing no nicotine have actually been found to contain nicotine. Other potentially harmful substances emitted in the vapor include:

Fine particles that can be inhaled deep into the lungs
Diacetyl, a flavoring chemical linked to serious lung disease
Cancer causing chemicals
Heavy metals- tin, nickel and lead

Users may also be unaware of other vaping dangers. Youth who use e-cigarettes are at higher risk for smoking cigarettes in the future. Also, the long-term health effects on users and those exposed through second hand vapor is still not known.

Nicotine and the Young Brain

Adolescence is a critical time for brain development, which continues until about age 25. Nicotine interferes with normal brain development and young users are at a greater risk for harmful effects when compared to adults. This risks include:

Quickly become nicotine addicted
Develop psychiatric disorders later in life
Experience poor impulse control
Develop other addictions in life
Have altered memory, attention and learning abilities

Easily Accessible

The 2018 National Youth Tobacco Survey found that 14.8 percent of underage middle and high school e-cigarette users got them from a vape shop, 8.4 percent from a gas station or convenience store and 6.5 percent from the internet. A 2018 survey of JUUL users, age 12-17, found that 50 percent were provided the device through a social source.

Taking Action

The FDA has taken steps to address the rising use of e-cigarettes among U.S. youth. Plans are in place to expand youth education efforts, such as “The Real Cost” campaign. The FDA is also planning to launch a TV advertisement on the dangers of e-cigarettes at the end of July, 2019. Read the FDA’s July 15, 2019 press release detailing the agency’s actions toward tackling the vaping epidemic here.

What are your thoughts on the lure of e-cigarettes to today's youth?

Additional Resources:

FDA “Real Cost” E-Cigarette Youth Epidemic Campaign Materials

CDC- Keep Kids E-Cigarette Free

Juul E-Cigarettes: Fueling A Youth Epidemic