Last month, following a crackdown led by the FDA, Juul Labs released a comprehensive action plan to curb the use of their e-cigarettes among youth. In the plan, Juul Labs CEO Kevin Burns stated, “We don’t want anyone who doesn’t smoke, or already use nicotine, to use JUUL products. We certainly don’t want youth using the product.”
A call for investigation into Juul’s marketing practices continues, including a civil investigative demand from North Carolina Attorney General Josh Stein. But Juul’s marketing may be just part of the equation. As much as there is a hard science to creating the e-cigarette aerosol by heating a liquid, there is a social science at play in the vaping phenomenon seen in schools across the country today, with an estimated three million middle and high schoolers reporting e-cig use. According to the 2018 National Youth Tobacco Survey, 1.5 million more students used e-cigarettes in 2018 than in 2017.
Amidst rising youth e-cig use, this series explores peer pressure, regulation, public health concerns, teacher perspectives, and more.
North Carolina Insight Health & Human Services Vol. 26, No. 2