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JUUL targets military personnel and veterans
  1. Margaret C Fahey1,
  2. Rebecca A Krukowski2,
  3. G Wayne Talcott3,
  4. Melissa A Little3
  1. 1 Psychology, University of Memphis, Memphis, Tennessee, USA
  2. 2 Department of Preventive Medicine, University of Tennessee Health Science Center, Memphis, Tennessee, USA
  3. 3 School of Medicine, University of Virginia School of Medicine, Charlottesville, Virginia, USA
  1. Correspondence to Margaret C Fahey, Psychology, University of Memphis, Memphis, TN 38152-6400, USA; mcfahey{at}

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With their recent marketing campaign1 (figure 1), JUUL joins a long tradition of tobacco companies targeting the US military and veteran population.1–6 JUUL advertises their electronic cigarettes (e-cigarettes) with testimonial endorsements from military veterans (figure 2),2 claims to support veteran service organisations (figure 3),1 as well as offers discounts (ie, a $1 starter pack) to military and veterans (figure 4).3 Perhaps most concerning, although e-cigarettes are not currently approved by the Food and Drug Administration as a cigarette cessation tool,7 JUUL claims their product, ‘offers servicemen and first responders the tools to succeed at switching’.1

Figure 1

JUUL markets to military families in recent advertising campagain. Website source:

Figure 2

JUUL promotes products with veteran testimonials. Website source:

Figure 3

JUUL claims to promote veteran service organizations in marketing campaign. Website source:

Figure 4

JUUL offers discounts to military personnel and veterans. Website source:

These marketing tactics are not …

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  • Contributors MF wrote first draft of the manuscript. RAK, GWT and MAL revised and edited the manuscript.

  • Funding This study was funded by grants (DA043468, DA037273) from the National Institute of Drug Abuse.

  • Disclaimer The views expressed are those of the authors and do not reflect the official views or policy of the Department of Defense or its Components. The views expressed are those of the authors and do not reflect the official views or policy of the National Institutes of Health. The voluntary, fully informed consent of the subjects used in this research was obtained as required by 32 CFR 219 and DODI 3216.02_AFI 40-402. The views of JUUL are not necessarily the official views of, or endorsed by, the US Government, the Department of Defense or the Department of the Air Force. No Federal endorsement of JUUL is intended.

  • Competing interests None declared.

  • Patient consent for publication Not required.

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

  • Data availability statement There are no data in this work.