Juul

Juul is a brand and American company that manufactures e-cigarettes — small devices filled with liquid nicotine that produce a vapor when inhaled, without burning tobacco. The device has a sleek design resembling a USB drive and uses replaceable pods containing the liquid.

Juul became prominent in the late 2010s, particularly in the United States, and captured a significant share of the e-cigarette market. The rapid growth in use among youth and high school students prompted political debate and legislative action against marketing and promotion of the product.

Product technology

The device consists of a rechargeable battery and a pod containing liquid made up of nicotine, glycerin and propylene glycol, and flavorings. Juul used nicotine salts, a new form of nicotine that allows stronger nicotine to be inhaled without causing throat irritation. This feature has been discussed in relation to how easily it can lead to nicotine dependence.

Market and youth

Early flavoring options and sweet flavors such as fruit attracted younger users. American public health agencies reported that e-cigarette use in high schools increased significantly during 2017–2019. In response, the company discontinued certain flavors and restricted sales of some flavor varieties.

Regulation and lawsuits

The U.S. Food and Drug Administration (FDA) conducted reviews of Juul's market applications and issued decisions that were approved, suspended, or reconsidered at various points. Multiple states and localities also sued the company, alleging marketing directed at youth; some of these cases were resolved through financial settlements.

Health debate

Some researchers argue that e-cigarettes are less harmful than smoked tobacco when used by large populations seeking to quit smoking. Critics counter that nicotine causes dependence, long-term effects remain incompletely understood, and the devices may introduce new users, particularly youth, to nicotine use.