Over the past several years, youth vaping in America has become a serious and urgent problem, and at JUUL Labs, we have no higher priority than combating youth use. As data has emerged about the scope of the youth vaping issue, we have taken a series of escalating steps to combat youth access, appeal, and use of vapor products.
We must also acknowledge that continued growth in youth use demands further action. That brings us to the new measures we are announcing today:
Youth use of vapor products is detrimental to our mission, and to our business. Our target market is the one billion adult smokers globally, more than 70 percent of whom want to quit using combustible cigarettes (per CDC). Offering these adult smokers a real alternative to cigarettes is a public health and commercial opportunity of historic proportions, with over 7 million preventable deaths per year caused by cigarettes. Youth use puts this all at risk.
Through shared effort, we can significantly reduce youth access to, and usage of, all vapor products, including JUUL, while at the same time ensuring that adult smokers can access a product that is helping millions of them switch from combustible cigarettes – a goal we all share.