Category: Youth Prevention

STATEMENT REGARDING OHIO RAISING THE PURCHASING AGE TO 21 FOR ALL TOBACCO AND VAPOR PRODUCTS

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 NEW YORK RAISING THE PURCHASING AGE TO 21 FOR ALL TOBACCO AND VAPOR PRODUCTS

We commend Governor Cuomo for signing legislation to raise the purchasing age for all tobacco products, including vapor products, to 21 in New York state. 

We cannot fulfill our goal to provide 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 New York’s example.

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

Study Highlights Influence of Illegal Compatible Products

recent study in Tobacco Control relating to an analysis of “JUUL-related” Instagram posts contains serious factual errors and mischaracterizations of JUUL Labs’ historical social-media activity, falsely tying the company to the activities of manufacturers of “JUUL compatible” products that we believe are illegally on the market. These products come from a large swath of manufacturers that aggressively target those underage through irresponsible marketing on social media and youth-appealing flavors such as “Strawberry Milk,” “Pink Lemonade,” “Lucky Charm,” “Bubble Bubble,” “Sour Gummy,” and “Rainbow Drops.”

While JUUL Labs appreciates the authors’ interest in understanding the tie between social-media content and youth use of vapor products, they improperly conflate historical content on JUUL Labs’ authorized Instagram account (defunct since November 2018) with wholly unaffiliated third-party content.

The effect is a misleading and inaccurate analysis, albeit masked as “research,” which mischaracterizes JUUL Labs’ prior social-media activity. At the time of this study, third-party users generated well over 99.99 percent of the Instagram content related to JUUL products. Additionally, JUUL Labs did not sponsor any “influencer” activities on any social media platform, including Instagram, from March to May 2018, when the research was conducted. As a result, this study does not measure JUUL Labs’ social-media presence as alleged, but instead provides a snapshot of the inappropriate social-media content perpetuated by others, including manufacturers of illegal and potentially dangerous compatible products that aggressively promote their products on social media to youth. 

Indeed, the authors conspicuously attribute the actions of these manufacturers of illegal compatible products, which aggressively promote their products on social media to youth, as if it were authorized and supported by JUUL Labs. In fact, JUUL Labs has sued Eonsmoke, one of the manufacturers whom the authors single out as a particularly egregious social-media offender, while inaccurately claiming they are an “affiliate vendor” of JUUL Labs. This is simply false.

In light of the widespread inaccuracies and mischaracterizations inherent to the study, we have requested the authors either retract it from publication or implement the extensive corrections needed to address these inaccuracies.

We agree these types of posts from bad actors are a serious problem and that is why we employ a social-media monitoring team dedicated to submitting takedown requests of exactly the type of inappropriate third-party social media content the authors cite as problematic.  To date, the social media team has succeeded in having removed 31,889 social media listings, including 25,405 individual Instagram posts, and an additional 1,251 Instagram accounts (impacting over 1.1 million followers of those accounts). The study authors fail to consider our public actions on this front, while falsely tying us to the actions of these irresponsible manufacturers.

Despite these many inaccuracies, the study does capture the rampant problems currently posed by counterfeit and compatible manufacturers, as well as other third parties, targeting youth on social media.  These products, in violation of FDA deeming laws, regulations, and policies represent a pressing public health threat: They are made with unknown ingredients and under unknown manufacturing and quality standards. Moreover, these products are marketed in overtly youth-appealing flavors and packaging and often sold online with little to no age verification. 

In addition to suing Eonsmoke in multiple forums for infringement of JUUL Labs’ intellectual property, we have initiated legal actions enforcing JUUL Labs’ intellectual property against dozens of other manufacturers of both illegal JUUL-compatible products and counterfeit products being imported from China.As smoking remains the number one cause of preventable death globally, and continues to claim nearly half a million American lives annually, it is vital we preserve access to alternative products for adult smokers. At the same time, category-wide action is needed to address these and other products that will continue to contribute to youth access and use because of their wide availability and youth-appealing marketing.

Our Commitment To Youth Prevention

Youth use of vapor products remains an urgent issue, and JUUL Labs shares public concerns over the reported increase in use among youth, which is why we have initiated meaningful measures to limit access and appeal of JUUL products to those underage.

In November 2018, we launched a comprehensive action plan to combat youth usage in order to preserve the potential public-health impact for the 34 million adult smokers in the United States. These actions include:


We strongly support responsible legislation, such as raising the minimum-purchasing age for tobacco products, including vapor products like JUUL, to 21 years of age. We know that obtaining tobacco products from friends or siblings who are of legal age, often high school seniors or recent graduates, is the main contributor to youth access and use.


In November of 2018, we suspended the distribution of Mango, Fruit, Creme, and Cucumber to traditional retail stores. These flavors are only currently available online at www.JUUL.com. Our website includes industry leading age-verification technology to restrict purchases to those 21 and older and limit the amount of product that can be purchased to prevent social-sourcing.


Since we submitted our action plan, we have strengthened our e-commerce platform to further restrict underage and bulk purchases:

  • We revised our bulk-purchasing limits to restrict users from purchasing excess quantities of product and reselling to others, potentially youth.
  • We implemented two-factor authentication for all new JUUL.com accounts.
  • We incorporated facial-recognition technology, requiring a potential purchaser to upload a photo in addition to his or her government-issued identification if their personal information cannot be verified by publicly-available records

We have ramped up our secret-shopper program four-fold – from 500 to 2,000 shops per month – checking against age-verification and bulk-purchasing (2 devices and 5 pod packages per transaction) restrictions, as well as revised our policy and notified retailers that we will penalize them for FDA CMP violations.


We exited our U.S.-based Facebook and Instagram accounts, and we are continuously working to remove inappropriate third-party social media content in partnership with major social media companies. Third-party users generate more than 99 percent of all social media content related to JUUL.


We have started the process to build a robust product tracking system. Ultimately, we will be able to trace a device confiscated from an underage user back through the distribution channel, potentially identifying the retailer that sold the product, and take appropriate action. Additionally, we are moving full-steam ahead with the development of our Bluetooth-connected device that could incorporate user-level access restrictions.


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Statement Regarding Connecticut Raising the Purchasing Age to 21 For All Tobacco and Vapor Products

We applaud Governor Ned Lamont, Senate President Martin Looney, House Speaker Joe Aresimowicz, and all the Connecticut state legislators for their successful efforts to raise the purchasing age for all tobacco products, including vapor products, to 21.

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 Connecticut’s example.

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

STATEMENT REGARDING TEXAS RAISING THE PURCHASING AGE TO 21 FOR ALL TOBACCO AND VAPOR PRODUCTS

We applaud Governor Greg Abbott, Senator Joan Huffman and Representative John Zerwas for their successful efforts to raise the purchasing age for all tobacco products, including vapor products, to 21.

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 Texas’ example.

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

Editorial From JUUL Labs CEO Kevin Burns: Our Dedication To Reducing Youth Vaping

Youth use of vapor products remains an urgent issue, and JUUL Labs shares public concerns over the proliferation of these products among kids. Sunday, the Winston-Salem Journal published an editorial from Kevin Burns, CEO of JUUL Labs. In it, Kevin discusses our comprehensive initiatives aimed at curbing underage use of vapor products, including JUUL products, while correcting misinformation that continues to circulate regarding JUUL Labs’ record on youth prevention.

The piece also reviews JUUL Labs’ record of proactive action intended to address youth vaping, while preserving the unprecedented switching opportunity the JUUL system offers current adult smokers. This includes our industry-leading advocacy for Tobacco 21 legislation at the state and federal level, as well as our action plan, a set of initiatives that represent the most aggressive youth prevention actions of anyone in the industry. JUUL Labs has always acted in service to our core mission to help adult smokers switch from combustible cigarettes, which remain the leading cause of preventable death worldwide, while preventing underage use.

Key points from Kevin:

“Combatting youth use is critical for the success of our business. Our market is the over one million smokers in North Carolina and one billion worldwide who should have the opportunity to switch to vapor products if they so desire. We are seeing tremendous success so far as we believe our product is driving historic change in the consumption of combustible cigarettes.” –Kevin Burns, CEO JUUL Labs


“According to U.S. Nielsen data, cigarette sales that declined at an average rate of approximately 2.7% from 2011 to 2016 had historic declines of over 5% last year, increasing to over 10% recently. In North Carolina, recent data shows volume declines reaching almost 10%. These unprecedented trends represent a drop of over 13 billion fewer cigarettes smoked nationwide over the past year and over 400 million fewer cigarettes smoked in North Carolina alone.” –Kevin Burns, CEO JUUL Labs


“But we know that underage use endangers this incredible opportunity. That is why we have taken aggressive action and support the FDA’s recent draft guidance. And it is why we urge government agencies across the country to act against counterfeit, knockoff and other illegal vapor products, which are often made with unknown ingredients, with unknown quality standards, and with youth-appealing flavors and packaging.” –Kevin Burns, CEO JUUL Labs


Read the op-ed in its entirety here.

STATEMENT REGARDING VERMONT RAISING THE PURCHASING AGE TO 21 FOR ALL TOBACCO AND VAPOR PRODUCTS

From Kevin Burns, JUUL Labs Chief Executive Officer

We applaud the Governor and the Vermont General Assembly for enacting legislation to raise the purchasing age for all tobacco products, including vapor products, to 21, making Vermont the eighth state to take this important step in 2019.

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 Vermont’s example.

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

OUR SUPPORT FOR T21 LAWS

JUUL Labs has pledged support for Tobacco 21 legislation and our teams are actively working with lawmakers wherever legislation is being considered. Tobacco 21 laws are critical, as they directly address the largest access point youth have to tobacco and vapor products – peers of legal age. JUUL Labs remains committed to preventing underage use while providing a satisfying alternative to the world’s deadliest consumer product – cigarettes.

We are committed to working with lawmakers to enact these effective policies.”

Kevin Burns, JUUL Labs CEO


A new poll shows Americans want to raise the minimum age to purchase tobacco and vapor products from 18 to 21.

JUUL Labs commissioned and funded Morning Consult to independently design, administer, and analyze an online poll of 30,000 adults throughout the country, on whether or not they support legislation to raise the minimum purchase age of tobacco products, including vapor products, from 18 to 21.



JUUL Labs invests in ad campaign throughout the United States

Our ads advocating for Tobacco 21 legislation will run throughout the country in digital, print, and radio.

Print ad:

Radio ad:

STATEMENT REGARDING MARYLAND RAISING THE PURCHASING AGE TO 21 FOR ALL TOBACCO AND VAPOR PRODUCTS

From Kevin Burns, JUUL Labs Chief Executive Officer

We commend Governor Hogan for signing legislation to raise the purchasing age for all tobacco products, including vapor products, to 21 in Maryland, and would like to recognize the leadership of Delegate Dereck Davis and Senator Delores Kelley in this effort. 

We cannot fulfill our mission to provide 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 Maryland’s example.

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

Statement regarding recent announcement by Walmart on new tobacco policies

From Kevin Burns, JUUL Labs Chief Executive Officer

JUUL Labs commends Walmart for taking the responsible step to raise the age to purchase tobacco products, including vapor products, from 18 to 21. We strongly support Tobacco 21 policies, as they fight one of the largest contributors to youth usage – social sourcing through legal-age peers. We are committed to preventing underage access to our products and that is why in November 2018, we implemented a comprehensive action plan including stopping the sale of non-tobacco/non-menthol-based JUULpods to traditional retail stores. Industry and retail need to work with regulators to combat youth use and preserve the opportunity for adults to switch from combustible cigarettes, the number one cause of preventable death in the world.

Why Raising The Tobacco Purchasing Age To 21 Is Critical To Fighting Youth Vaping

States and localities throughout the United States are increasingly enacting measures to raise the minimum-purchasing age for tobacco and vapor products to 21, and the positive impacts are undeniable. Today, The News Journal published an editorial from Courtney Snowden, Senior Director of Strategic Partnerships at JUUL Labs, commending Delaware for recently passing a law to raise the minimum-purchasing age for all tobacco products, including vapor, from 18 to 21, and highlighting why this policy is vital to any efforts aimed at curbing youth use of vapor products, including JUUL.

Key points from Courtney:

We believe Delaware took one of the most important steps in raising the legal purchase age for all tobacco products, including vapor products, from 18 to 21. This is crucial because it helps prevent high-school seniors and recent grads from purchasing tobacco products and sharing them with underage peers. This is currently how many youth users get access to these products. It’s why we endorsed ‘Tobacco 21’ back in 2018, and why we hope more states follow Delaware’s example.

JUUL Labs has taken the lead on this issue in our industry. We were on the ground at Legislative Hall in Dover actively supporting the Tobacco 21 legislation recently signed into law by Governor John Carney. We actively supported Tobacco 21 legislation in 15 new states so far this year, and we urge lawmakers in states without these age protections to follow suit.

Whether there’s a debate on Tobacco 21 at the federal, state, or local levels, we will be there offering our full support. We have already invested significant resources in educating policymakers, testifying before state legislatures, issuing statements of support and running ads in states pursuing this critical policy.

Read the full piece here.

JUUL Labs has pledged support to Tobacco 21 policies and our teams are actively working with lawmakers and health officials wherever legislation is being considered. As Courtney notes, Tobacco 21 laws are critical, as they directly address the largest access point youth have to tobacco and vapor products — peers of legal age. By using Tobacco 21 laws to undermine social sourcing through peers, we can ensure youths are never introduced to these products in the first place.

STATEMENT SUPPORTING BIPARTISAN 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 these bipartisan lawmakers for introducing this Tobacco 21 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. 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 WALGREENS’ SUPPORT OF TOBACCO 21 POLICIES IN STORES NATIONWIDE

From Kevin Burns, JUUL Labs Chief Executive Officer

JUUL Labs commends Walgreens for taking this responsible step and urges other retailers to better restrict youth access. We have long supported Tobacco 21 policies, as they fight one of the largest contributors to youth usage – social sourcing through legal-age peers. Industry and retail need to work with regulators to combat youth use and preserve the opportunity for adults to switch from combustible cigarettes, the number one cause of preventable death in the world.

STATEMENT REGARDING DELAWARE RAISING THE PURCHASING AGE TO 21 FOR ALL TOBACCO AND VAPOR PRODUCTS

From Kevin Burns, JUUL Labs Chief Executive Officer

We commend Governor John Carney for signing legislation to raise the purchasing age for all tobacco products, including vapor products, to 21 in Delaware, and would also like to recognize the instrumental leadership of Senator Bryan Townsend in this effort. 

We cannot fulfill our mission to provide 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 Delaware’s example.

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

STATEMENT REGARDING ILLINOIS RAISING THE PURCHASING AGE TO 21 FOR ALL TOBACCO AND VAPOR PRODUCTS

From Kevin Burns, JUUL Labs Chief Executive Officer

We commend Governor Pritzker for raising the purchasing age for all tobacco products, including vapor products, to 21 in Illinois and we especially thank Rep. Camille Lilly and Sen. Julie Morrison for their consistent leadership on this issue.

We cannot fulfill our mission to provide 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 Illinois’ example.

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

STATEMENT REGARDING WASHINGTON STATE RAISING THE PURCHASING AGE TO 21 FOR ALL TOBACCO AND VAPOR PRODUCTS

From Kevin Burns, JUUL Labs Chief Executive Officer

We congratulate Governor Inslee, the Washington State Legislature, and Attorney General Ferguson for their successful efforts to raise the purchasing age for all tobacco products, including vapor products, to 21, and we hope more states follow Washington’s example. 

We cannot fulfill our mission to provide 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 at the local, state and national levels.

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


JUUL Labs CEO Editorial Published In Washington Post

Today, The Washington Post published an editorial from Kevin Burns, chief executive officer of JUUL Labs, discussing our comprehensive initiatives to address youth use of JUUL products, while preserving access to our products for adult smokers looking for a true alternative to combustible cigarettes. 

In the piece, Kevin explains that as the vapor category continues to evolve, we want to take the chance to reintroduce ourselves, the work we are doing, and how it is helping adult smokers make the switch. We took the lead in our industry responding to the FDA’s call to action last year, submitting an action plan in November 2018 to address youth access, appeal, and use of JUUL products and overhauling how we run our business, but we all must work together to fight against underage use of vapor products.

Key points from Kevin:

Health and Human Services Secretary Alex M. Azar and Food and Drug Administration Commissioner Scott Gottlieb were right when they argued in The Post on March 21 that vapor products present an opportunity to move adult smokers off combustible cigarettes, the leading cause of preventable death.

They are right that use by minors of vapor products, including Juul products, is a serious problem that threatens the opportunity our industry offers.

They are right also that companies such as ours must step up with meaningful measures to limit access and appeal of vapor products to young people.

And that’s exactly what we’ve done, and we will do more to combat teen use in order to save the harm-reduction opportunity for the 34 million adult smokers in the United States.

Kevin Burns, JUUL Labs CEO

We support the FDA’s draft guidance restricting the sale of certain flavored products, including Juul pods, at retail outlets and online. There is no place for kid-appealing flavors in the marketplace. That is why we would also support an outright ban on such flavors, including those that mimic candies or childrens’ foods. We also support the FDA’s swift enforcement against any manufacturer that packages or markets its vapor products in a way intended to promote use by minors.

Kevin Burns, JUUL Labs CEO

We’ve led our industry in support of raising the minimum-purchasing age for all tobacco products, including vapor products, to 21. Tobacco 21 laws fight one of the largest contributors to this problem — social sourcing by legal-age peers — and they have been shown to dramatically reduce teen-use rates. We applaud California, Hawaii, Maine, Massachusetts, New Jersey, Oregon and Virginia, which have passed “T21” legislation, and urge the federal government and every state to pass legislation to raise the minimum-purchasing age to 21.

We also need government agencies to take their own actions against counterfeit, knockoff and other illegal vapor products, which are often made with unknown ingredients, with unknown quality standards, and with youth-appealing flavors and packaging. Many of these products are offered for sale online without age-verification or in violation of FDA rules, which prohibit new products from entering the market without FDA approval.

Kevin Burns, JUUL Labs CEO

To continue to have success in our mission to eliminate cigarette use among adult smokers, we must work together to fight against teen use of e-cigarettes.

Kevin Burns, JUUL Labs CEO

Click here to read the full piece in The Washington Post.

STATEMENT REGARDING UTAH RAISING THE PURCHASING AGE TO 21 FOR ALL TOBACCO AND VAPOR PRODUCTS

From Kevin Burns, JUUL Labs Chief Executive Officer

We applaud Governor Herbert, Representative Steve Eliason and the Utah State Legislature for raising the purchasing age for all tobacco products, including vapor products, to 21 and we hope more jurisdictions follow Utah’s example.

We cannot fulfill our mission to provide 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 at the local, state and national levels.

JUUL Labs Taking Action To Push Tobacco 21 Laws in the U.S.

We know Tobacco 21 policies work. In areas where they are already enacted, smoking rates are falling. In the months after California enacted Tobacco 21 statewide, for example, tobacco sales to minors dropped by 45 percent. High school smoking rates in Needham, Massachusetts plunged 47 percent after they raised the purchasing age to 21 years.

While raising the legal age to purchase tobacco products to 21 is not the only strategy for reducing underage use, we believe it is critical because it will prevent high-school seniors and recent high-school graduates from purchasing tobacco products and sharing them with underage users. We know that “social sourcing”—obtaining tobacco products from friends or siblings who are of legal age—is currently how a large swath of youth users access these products.

JUUL Labs supports Tobacco 21 legislation wherever it is active, which is currently Arkansas, Connecticut, Delaware, Illinois, Kentucky, Maryland, Minnesota, New York, Utah, Vermont, Virginia, Washington, and West Virginia – states that collectively account for more than 23 percent of the nation’s population. Another 28 percent of Americans already live in a state or locality with Tobacco 21 laws. We urge lawmakers in states without these age protections to follow their example, and when and if they do, we will proudly support their efforts.

Soon, that means nearly half of Americans may live in states with Tobacco 21 laws; but we think it’s critical to pursue a federal law as well. Research from the Institute of Medicine estimates that enacting Tobacco 21 at the federal level would result in 249,000 fewer premature deaths among young people born since 2000. It would also cause a 25 percent reduction in the number of new high school age smokers, and a 15 percent decline in the number of new smokers under the age of 21.

We are currently running ads to support Tobacco 21 laws in Arkansas, Connecticut, Delaware, Florida, Illinois, Indiana, Iowa, Kentucky, Louisiana, Maryland, Michigan, Minnesota, New Hampshire, New Mexico, New York, Oregon, South Carolina, Texas, Tennessee, Vermont, Utah, Vermont, Washington, and Washington, D.C.

In addition to JUUL Labs’ advocacy for Tobacco 21 legislation, we are also leading the category in other youth-prevention efforts. In November 2018, we implemented a comprehensive action plan to address youth access, appeal, and use of JUUL products. We overhauled how we run our business with a renewed focus on these efforts. Since then, we have taken aggressive action and have kept every single commitment we made, including:

Restricting Sale And Distribution Of Flavored Products

  • We suspended the distribution of non-tobacco and non-menthol-based flavored JUUL products (Cucumber, Fruit, Mango, and Creme) to distributors and brick-and-mortar retailers in November 2018.

Strengthening Our Online Sales Controls

  • We enhanced our already industry-leading age-verification protections on JUUL.com, including two-factor authentication and use of facial-recognition technology to verify identity. This is the only place we currently sell Cucumber, Fruit, Mango, and Creme.

Strengthening Retail Compliance

  • We expanded our secret shopper program by 4X with escalating penalties for non-compliance and are imposing financial penalties on retailers who are subject to FDA Civil Monetary Penalties.

Exiting U.S. Social Media

  • We shut down our U.S.-based Facebook and Instagram accounts. Twitter is only used for non-promotional purposes. We are also continuing to work with social media platforms to remove inappropriate third-party content.

Technology Solutions

  • We are establishing traceability for JUUL products to identify bad-actor retailers that continue to sell products to youth and are developing next-generation products with user-level access restrictions to prevent youth use.

We’re encouraging others in the industry to take these same steps, effectively resetting the vapor category. We believe these comprehensive actions, along with Tobacco 21 laws, can successfully address this public health concern while preserving access for adult smokers looking for an alternative to combustible cigarettes.