Author: rterra

Statement Regarding San Francisco Ballot Initiative

JUUL Labs recently announced a broad review of the company’s policies in order to responsibly lead the industry. When he was appointed CEO last week, K.C. Crosthwaite said: “We must strive to work with regulators, policymakers and other stakeholders, and earn the trust of the societies in which we operate. That includes inviting an open dialogue, listening to others and being responsive to their concerns.” As we continue that review, the company announced it will cease active support of Prop C in San Francisco.

In a statement today, K.C. Crosthwaite said: 

“I am committed to seeing that JUUL engages productively with all stakeholders, including regulators, policymakers and our customers. This decision does not change the fact that as a San Francisco-founded and headquartered company we remain committed to the city. San Francisco is not only the home of our company’s founding but is also the home of many of our talented employees.”                               

JUUL Labs remains as committed as ever to our goal of improving the lives of the world’s one billion smokers while keeping our products out of the hands of youth through strong category-wide regulation.

JUUL Labs Names New Leadership, Outlines Changes to Policy and Marketing Efforts

CEO Kevin Burns announces decision to step down. K.C. Crosthwaite joins company as CEO effective immediately, bringing over two decades experience working with regulators and stakeholders, advancing alternative products to combustible cigarettes.

Company to restrict product-related advertising and will not lobby Administration on draft guidance.

JUUL Labs announced today that K.C. Crosthwaite will be joining the company as CEO effective immediately. The announcement from co-founders James Monsees, Adam Bowen and Kevin Burns follows Burns’ decision to step down.

Incoming CEO K.C. Crosthwaite brings over two decades of global operational, management, stakeholder and regulatory engagement experience. As Chief Growth Officer at Altria Group Inc., he oversaw the company’s expansion into alternatives to combustible cigarettes and played a key role in the commercial and regulatory efforts related to the U.S. launch of IQOS.  He also served as an observer on JUUL Labs’ board of directors.

In his new role, Crosthwaite and the entire JUUL Labs leadership team will continue a broad review of the company’s practices and policies to ensure alignment with its aim of responsible leadership within the industry. Effective immediately, JUUL Labs announced the company is:

  • Suspending all broadcast, print and digital product advertising in the U.S.
  • Refraining from lobbying the Administration on its draft guidance and committing to fully support and comply with the final policy when effective

Commenting on the announcement, Crosthwaite said: “I have long believed in a future where adult smokers overwhelmingly choose alternative products like JUUL. That has been this company’s mission since it was founded, and it has taken great strides in that direction. Unfortunately, today that future is at risk due to unacceptable levels of youth usage and eroding public confidence in our industry. Against that backdrop, we must strive to work with regulators, policymakers and other stakeholders, and earn the trust of the societies in which we operate. That includes inviting an open dialogue, listening to others and being responsive to their concerns.”

Burns said: “Working at JUUL Labs has been an honor and I still believe the company’s mission of eliminating combustible cigarettes is vitally important. I am very proud of my team’s efforts to lead the industry toward much needed category-wide action to tackle underage usage of these products, which are intended for adult smokers only. Since joining JUUL Labs, I have worked non-stop, helping turn a small firm into a worldwide business, so a few weeks ago I decided that now was the right time for me to step down. I am grateful to be able to confidently hand the reins to someone with K.C.’s skill set, which is well-suited to the next phase of the company’s journey.”

Under Burns’ leadership, JUUL Labs helped provide an alternative to millions of adult smokers around the world and took aggressive actions to combat youth usage. Over the course of Burns’ tenure, JUUL Labs grew from a firm with fewer than 300 hundred employees operating in the U.S. to a company with thousands of employees and operations in 20 countries around the world. Burns implemented industry-leading manufacturing and quality control standards.

Burns also oversaw the implementation of industry-leading actions to combat underage use of vapor products. JUUL Labs has strongly advocated for Tobacco 21 (T21) laws, stopped the sale of non-tobacco and non-menthol-based flavored JUULpods to all of its traditional retail store partners, enhanced its online age verification, discontinued its U.S.-based Facebook and Instagram accounts and works to remove inappropriate social media content generated by others on those platforms. The company also intensified efforts to combat illegal and potentially dangerous counterfeit and compatible products. Most recently, JUUL Labs started deploying technology at retail stores that automatically restricts the sale of JUUL products until a government-issued ID is electronically scanned to verify age and ID validity, exceeding the standards in place for other tobacco products and alcohol.

Monsees and Bowen said: “Kevin transformed our start-up into a global business, and we are incredibly grateful for his commitment to and passion for our mission. K.C. has long understood the potential of alternatives to combustible cigarettes and the need to combat youth usage and we look forward to having him lead our team during this crucial phase.”

Consumer Update: 9/19

JUUL Labs, which exists to help adult smokers switch off of combustible cigarettes, has been monitoring the situation closely. To be clear, the ingredients of our products do not include THC, any compound derived from cannabis, or vitamin E compounds like those found in cannabis-related products. We appreciate the work of the CDC, FDA, and other public health authorities, and are confident that they will get to the bottom of this issue. ​


We applaud Governor Mike DeWine for raising the purchasing age for all tobacco products, including vapor products, to 21 in Ohio.

We won’t succeed in providing the world’s one billion adult smokers with a true alternative to combustible cigarettes, the number one cause of preventable death in this country, if youth-use continues unabated. Tobacco 21 laws fight one of the largest contributors to this problem – sharing by legal-age peers – and they have been shown to dramatically reduce youth-use rates. That is why we are committed to working with lawmakers to enact these effective policies and hope more jurisdictions follow in Ohio’s example.

Read more about our push to raise the purchasing age for all tobacco and vapor products nationwide.

Statement Regarding Launch Of Meharry Center for the Study of Social Determinants of Health

We’re pleased to support Meharry Medical College’s launch of the Meharry Center for the Study of Social Determinants of Health. Dedicated to examining social factors that influence public health and well being, the Center’s first initiative will be research and community outreach programs related to the emerging prevalence of e-cigarettes, as well as tobacco and other nicotine-delivery products, particularly in minority communities. Meharry Medical College is the nation’s largest private, independent historically black academic health sciences center. You can read more about this initiative here.

As we’ve long said, there are many questions about the health impact of vapor products, and JUUL products in particular, that only a robust body of public health research can start to answer. We are committed to contributing to and supporting independent and peer-reviewed scientific research programs that assess the harm-reduction potential of JUUL products, including their impact on the individual user, their ability to switch adult smokers from combustible cigarettes, and the net-population impact on public health.

STATEMENT supporting Senator McConnell’s Plan to Introduce Legislation to raise the nationwide minimum age to buy tobacco products from 18 to 21

From Kevin Burns, JUUL Labs Chief Executive Officer

We commend Senator McConnell for announcing this legislation as we strongly support raising the purchasing age for all tobacco products, including vapor products, to 21 and have been actively supporting legislation to do this at the federal level and in states across the country. JUUL Labs is committed to eliminating combustible cigarettes, the number one cause of preventable death in the world and to accomplish that goal, we must restrict youth usage of vapor products. Tobacco 21 laws fight one of the largest contributors to this problem – sharing by legal-age peers – and they have been shown to dramatically reduce youth usage rates. That is why we will continue to work with lawmakers across the country to enact these effective policies.

statement regarding FDA draft guidance

From JUUL Labs

We are committed to reducing youth usage while preserving our opportunity to eliminate combustible cigarettes, the number one cause of preventable death in the world. As part of our action plan deployed in November 2018 to keep JUUL products out of the hands of youth, we stopped the sale of flavored JUULpods to retail stores, strengthened our retail compliance and secret shopper program, enhanced our online age-verification, exited our Facebook and Instagram accounts and are continuously working to remove inappropriate third-party social media content. We support category-wide action including the responsible, restricted sale of flavored products and will review today’s draft guidance as we continue to work with FDA, state Attorneys General, local municipalities, and community organizations as a transparent and responsible partner in combating underage use.

Peer-Reviewed Study: Adult Smokers Using JUUL Dramatically Cut Quantity of Cigarettes Smoked

JUUL Labs issued a statement today regarding a new peer-reviewed study published in the Journal of Pulmonary and Respiratory Medicine examining cigarette reductions by adult smokers using JUUL products.

The study tracked the use patterns of 9,272 adult smokers who purchased their first JUUL starter kit from either a retail store or online (; the study enrollment window was within 7 days of purchase. Of these new JUUL users, 7,721 provided detailed information about the frequency and intensity of their smoking in the 30 days prior to purchase of a JUUL starter kit (baseline consumption) and the 30 days prior to a three-month follow-up after initiating on JUUL products (the three-month assessment).

Total cigarette consumption among those participants decreased approximately 73%, from 2,074,664 cigarettes (103,733 packs) per month at baseline to 551,863 cigarettes (27,593 packs) per month at the three-month assessment.

Approximately 47% of participants reported completely switching off of combustible cigarettes at the three-month follow-up assessment.  Switching was defined as not having smoked cigarettes, not even a puff, in the past 30 days.  This group’s total cigarette consumption had fallen from 929,976 cigarettes (46,499 packs) at baseline to zero cigarettes at the three-month assessment. 

The participants who responded that they had smoked a cigarette in the past 30 days were asked three further questions, including:

  • “Do you now smoke cigarettes?” (every day; some days; not at all);
  • “On how many of the past 30 days did you smoke cigarettes?” (1-30 days); and
  • “On those days that you did smoke, how many cigarettes did you usually smoke each day? A pack usually has 20 cigarettes in it.”  

Among the participants still smoking three months after initiating JUUL products, cigarette consumption had declined 51.7% from 1,144,688 cigarettes (57,234 packs) at baseline to 551,863 cigarettes (27,593 packs) at the three-month assessment.

“We are encouraged by the growing body of peer-reviewed research demonstrating the significant impact JUUL products may have on helping adult smokers eliminate or substantially decrease their cigarette consumption,” said Kevin Burns, CEO at JUUL Labs. “Participants in this study dramatically decreased their cigarette consumption after initiating on JUUL products, consuming 73% fewer cigarettes per month, equaling over 76,000 packs.  The study results provide one more important piece of evidence in assessing the potential public health impact of JUUL products.  Our goal is to help all adult smokers completely switch off combustible cigarettes and eliminate their consumption entirely and we look forward to conducting additional research to guide us on achieving that goal.”

About the Study

JUUL Labs commissioned and funded the Centre for Substance Use Research (CSUR) to independently design, administer, and analyze the results for this study. Eligible individuals were U.S. adults aged 21 years and older who had smoked at least 100 cigarettes in their lifetime, who were smoking ‘every day’ or on ‘some days’, when they purchased their first JUUL starter kit from either a retail store or online ( within the past seven days (i.e. a new JUUL user).

Invitations to participate in the study appeared following purchase of starter kit listed on and were also inserted into the packaging of 500,000 JUUL starter kits, which were then randomly distributed to approximately 10,000 licensed store retailers. Of the 9,272 individuals who participated in the study, 7,721 provided detailed information on their smoking habits at both baseline and completed the three-month follow-up assessment.