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Recognition, use and perceptions of JUUL among youth and young adults
  1. Jeffrey G Willett1,
  2. Morgane Bennett1,2,
  3. Elizabeth C Hair1,3,
  4. Haijuan Xiao1,
  5. Marisa S Greenberg1,
  6. Emily Harvey1,
  7. Jennifer Cantrell3,4,
  8. Donna Vallone1,4,3
  1. 1 Schroder Institute, Truth Initiative, Washington DC, District of Columbia, USA
  2. 2 Department of Prevention and Community Health, The George Washington University Milken Institute School of Public Health, Washington, DC, USA
  3. 3 Department of Health, Behavior and Society, Johns Hopkins University Bloomberg School of Public Health, Baltimore, Maryland, USA
  4. 4 College of Global Public Health, New York University, New York, New York, USA
  1. Correspondence to Dr Jeffrey G Willett, Schroeder Institute, Truth Initiative, Washington DC 20001, USA; jwillett{at}

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In recent years, use of electronic nicotine delivery systems (ENDS) has drastically increased, exceeding the prevalence of combustible tobacco use among youth in the USA.1 ENDS products are heavily marketed on television, radio and the internet, in print and at the point-of-sale,2–5 using strategies that may appeal to youth.6 Recent national data suggest exposure to ENDS marketing may be associated with increased use of the products among young people.5 7 Of public health concern are the findings suggesting negative health consequences associated with ENDS use and associations between ENDS use and future combustible tobacco use. Additionally, ENDS use is substantially higher among youth, a group for whom nicotine exposure is particularly harmful, compared with adults.1

A novel ENDS product, JUUL, was developed by PAX Labs and represents one of the latest efforts to innovate within the ENDS market. The slim, high-tech devices are charged through USB ports and use nicotine cartridges, or ‘pods’, that come in a variety of flavours. Through novel product design and use of organic nicotine salts extracted from tobacco leaves, rather than the ‘freebase formulations’8 of nicotine used in other ENDS, PAX Labs claims JUUL provides a nicotine concentration comparable with a traditional cigarette and delivers nicotine 1.25–2.7 times faster than competing ENDS. Since its introduction in early 2015, JUUL has experienced tremendous growth in market share. As of 24 February 2018, JUUL represented an astonishing 49.6% …

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  • Contributors JGW, ECH, JC and DV contributed to the design of the study. HX and MB performed the analyses. MB, EH and JC contributed to the implementation of the study. JGW, MB and MSG wrote the manuscript. All authors contributed to revising the manuscript.

  • Funding The authors have not declared a specific grant for this research from any funding agency in the public, commercial or not-for-profit sectors.

  • Competing interests None declared.

  • Patient consent Obtained.

  • Ethics approval Chesapeake IRB, Protocol Number: Pro00023668.

  • Provenance and peer review Not commissioned; externally peer reviewed.