JUUL backs age, flavor limits to protect youth

E-cigarette company CAO says use of product by underage customers is ‘appalling’

Our mission is to improve the lives of the world’s one billion adult smokers by eliminating cigarettes, since smoking is still the leading cause of preventable death worldwide. In New Mexico alone, 2,600 adults die from smoking-related illnesses every year according to the CDC.

Our founders first started developing an alternative to cigarettes when they were graduate students and smokers themselves. Quitting smoking is incredibly difficult: The average adult smoker tries to quit more than 30 times before finding success. That is why we believe adult smokers deserve a true alternative to combustible cigarettes.

In accordance with that mission, our current marketing efforts feature testimonials from former adult smokers who have switched to the JUUL system. We carefully direct our messaging to adult smokers and forego paid promotion on social media platforms.

The fact that it has taken off with youth is as appalling to us as it is to you. Many of us at JUUL Labs are parents and know that strong action is required.

We strongly support raising the purchasing age for all tobacco products, including vaping products, to 21 in New Mexico. Backing Tobacco 21 legislation is vital, as we believe it will take the industry and lawmakers working together to restrict youth access.

We also implemented an aggressive action plan in November, overhauling our business with renewed focus on limiting the access and use of JUUL products by youth.

Part of this plan suspended the distribution of Mango, Fruit, Creme and Cucumber JUULpod flavors to traditional retail stores. We launched these flavors as tools to help adult smokers switch, and we are starting to see the critical impact they have through behavioral-science programs. Still, we understand that flavored products that appeal to adults may also appeal to youth.

We don’t want anyone who doesn’t smoke or already use nicotine to use JUUL products — especially youth. It is antithetical to our mission. We believe our comprehensive action plan, along with 21-plus laws on all tobacco products, can help successfully address this public health concern while preserving access for adult smokers looking to make the switch.

Editor’s note: As stated in a Feb. 4 op-ed by Dr. Barry Ramo, the New Mexico Senate and House will be voting on SB 338, 339, 342 and 343 sponsored by Sen. Linda Lopez, D-Albuquerque, and HB 256, 269 and 260 sponsored by Rep. Joanne Ferrary, D-Las Cruces, to raise price and age to purchase ECs, eliminate addition of flavors and place EC use under the Dee Johnson Clean Indoor Air Act.