A study published in JAMA Pediatrics found that, in April 2018, almost all (80.6 percent) of JUUL’s individual Twitter followers were underage.
JUUL has always prioritized its social media marketing to reach customers, including spending more than $1 million in online marketing for its 2015 launch. Since then, they have worked with a variety of social media companies for campaigns featuring the device and the young models using the device as cool, relaxing and sexy.
For the past year, JUUL labs has only used former smokers who switched from combustible cigarettes, but the damage is done, according to SRITA.
“This finding suggests that the U.S. Food and Drug Administration and state regulatory agencies should mandate that JUUL and other tobacco companies report data on their social media followers to ensure that youth are being restricted from accessing age-restricted content online,” researchers said.