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Our Responsibility

JUUL Labs was founded with the goal of providing a satisfying alternative for adult smokers.

Those who do not currently use nicotine products should not start.

We recognize that vaping products continue to be the subject of conversation. We welcome dialogue, debate, and data.

Regulation & Public Policy

We support reasonable regulation of nicotine products and comply with all relevant laws and regulations.

We share public health concerns about protecting the health of young persons. We did not create JUUL to undermine years of effective tobacco control, and we do not want to see a new generation of smokers.

We are committed to understanding JUUL’s performance and impact. Incorporating the latest research from leading scientists in the field drives our innovation.

We want to be part of the solution, not part of a problem. We welcome discussions on this topic. If you share our concerns and would like to speak with someone at JUUL Labs, please contact

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 nicotine product intended for adults of legal purchase age.
  • JUUL is not appropriate or intended for youth.
  • JUUL is not intended for former smokers or never smokers.
  • JUUL products have not been approved by Health Canada to diagnose, treat, cure, or prevent any disease.
  • We do not feature images or situations intended for a youth audience.
  • Our campaigns depict appropriately aged individuals.
  • We do not use cartoons, caricatures, or other designs aimed at attracting minors.
  • We ensure responsible placement of our product designed to limit exposure to an underage demographic.
  • We support and comply with all federal, provincial and local regulations to prevent sales to minors. This includes stringent third party age verification for online sales.
  • We always include nicotine warning messaging with all social media posts.
  • 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.
  • We only share user generated social media content that does not feature underage users.

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:

We invite you to submit articles for review and inclusion on our site by contacting