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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

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 only post social media content targeting adult smokers, and always demonstrate the product in a mature context.
  • We do not share social media content that promotes excess use or inappropriate use of our product.

Educational Resources

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:

To find out more information about the facts of JUUL, please visit