Our Responsibility

JUUL - A Viable Alternative for Adult Smokers.

We believe JUUL is a viable alternative for adult smokers. Smoking is bad for your health, and those who don’t currently use nicotine products should not start.

We recognise that smoking alternatives continue to be the subject of conversation. We welcome dialogue, debate, and data. Below are several JUUL Labs perspectives on these topics.

Regulation & Public Policy

We share public health concerns about cigarettes; in fact, they constitute our company’s mission. We did not create JUUL to undermine years of effective tobacco control, and we do not want to see a new generation of smokers.

If you share our concerns and would like to speak with someone at JUUL, please contact youthprevention@juul.co.uk.

We want to be part of the solution to end combustible smoking, not part of a problem to attract youth, never smokers, or former smokers to nicotine products. We invest our time and resources in new ways to deliver JUUL exclusively to adult smokers, and we welcome discussions on this topic.

Marketing & Social Media Code

We adhere to strict guidelines to ensure that our marketing and commercial communications are directed toward existing adult smokers. These guidelines, which may be modified from time to time, include assuring that our marketing is clear on the following points:

  • JUUL is a switching product.
  • Product sampling complies with UK regulations.
  • We support and comply with all regulations to prevent sales to minors. This includes stringent third party age verification for online sales. We have a strict "Challenge 25" policy at the point of purchase and also for delivery.
  • We do not share social media content that promotes excess use or inappropriate use of our product.

Educational Resources

Adult smokers should have access to scientific research and opinions. Here are several links that offer a variety of perspectives on both the technology and the industry:

ASH U.K. Fact Sheet
Public Health England

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