The charges brought against JUUL have
been three-fold. Firstly, JUUL’s popularity
among teens is seen as proof that their
marketing is faulty and targeting teenage
audiences. A letter sent to the Center for
Disease Control and Prevention (CDC)
by Tobacco Free Kids in April claimed,
“Merchandise with the JUUL name and
using JUUL trademarks, including t-shirts,
hoodies and JUUL ‘wraps’ or ‘skins,’
are being sold on the internet and have
helped fuel the brand’s popularity with
kids” and that JUUL, “comes in sweet
flavours that appeal to youth, including
mango, fruit medley, crème brûlée, cool
mint and cool cucumber.”
Secondly, JUUL are using “Big Tobacco
tactics” and thus undoing progress
on tobacco control. Erika Sward, the
American Lung Association's assistant
vice president of national advocacy, said:
“JUUL is like every other e-cigarette
company in that they've ripped all these
tactics (child-friendly marketing) straight
from Big Tobacco's playbook.”
And thirdly, JUUL are accused of
contributing to t