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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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