You are attempting to visit which is a commercial site intended for individuals within the United Kingdom. Accordingly, your personal information will be collected in the United Kingdom and will be subject to the Terms of Service and Privacy Policy of the site. These policies and procedures may not have the same data protection laws as the country in which you initially provided the information. By continuing to use this site, you acknowledge your understanding and consent.I Understand

Education, Awareness, & Prevention

As an independent company, we are committed to driving innovation in our category. We are developing and pioneering both technology and programmes focused on helping adult smokers by providing an alternative to smoking. We have a robust age verification programme in place to ensure we prevent use by minors.

If you wish to contact us about a youth prevention issue or find out more about our policies please email

Youth prevention initiatives
  • We have pledged an initial investment of £22M over the next three years dedicated to independent research, youth and parent education, and community engagement.
  • Our ecommerce platform utilises unique ID match and age verification technology to make sure minors are not able to access and purchase our products online.
  • We market our products responsibly, following strict guidelines to have material directed toward adult smokers and not to youth audiences. (Please read our Marketing & Social Media Code)
  • We support effective legislation and regulation to prevent the purchase and use of our products by minors.
  • We have reseller terms that include monitoring and penalties for noncompliance with underage restrictions.
  • Our packaging includes a prominent nicotine label which reads "This product contains nicotine which is a highly addictive substance" as well as the additional statement “The alternative for adult smokers.”
  • At every end point JUUL products are available for sale we enforce 'Challenge 25' age verification methods.
  • JUUL products are not for non-smokers or anyone underage and will be controlled stringently to avoid misuse.
  • As an independent company with no links to tobacco, JUUL Labs is committed to ongoing innovation to help more people switch from tobacco.
  • Because of the regulated nature of our product, we conduct random compliance checks of independent retail stores using our secret shopping program. We evaluate hundreds of locations every month.
  • We actively monitor the internet and process thousands of enforcement actions per month. Our goal is to ensure only authorised retailers who are subject to our youth prevention controls are selling JUUL products.