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Juul tightens up social media to focus on former smokers switching to e-cigs


Juul Labs, the corporate behind the ever-popular Juul e-cig, has right this moment introduced a brand new coverage round social media.

This comes within the midst of Juul’s effort to get FDA approval, which has been made extra arduous by the truth that the FDA has cracked down on Juul after studying how fashionable the system is with underage customers.

As a part of the brand new coverage, Juul will not function fashions in footage posted on Instagram, Twitter, or Fb. FWIW, Juul doesn’t actually have a Snapchat. As a substitute of utilizing fashions to market the e-cig, Juul Labs will now use actual former people who smoke who switched from flamable cigarette to Juul.

Juul has at all times mentioned that its product was meant to function a substitute for flamable cigarettes, that are considered far more harmful to your health.

Juul has additionally initiated an inside group targeted on flagging and reporting social media content material that’s inappropriate or focused to underage customers.

The corporate talked about that it has labored to report and take away greater than 10,000 unlawful on-line gross sales since February from varied on-line marketplaces.

We reached out to Juul to see if any modifications have been made to the way in which that Juul targets advertisements on social media and elsewhere. We’ll replace the submit if/once we hear again.

Right here’s what Juul Labs CEO Kevin Burns needed to say in a ready assertion:

Whereas JUUL already has a strict advertising and marketing code, we wish to take it one step additional by implementing an industry-leading coverage eliminating all social media posts that includes fashions and as an alternative focus our social media on sharing tales about grownup people who smoke who’ve efficiently switched to JUUL. We are also having success in proactively working with social media platforms to take away posts, pages and unauthorized presents to promote product focused at underage accounts. We consider we are able to each serve the 38 million people who smoke within the U.S. and work collectively to fight underage use – these should not mutually unique missions.

In April, the FDA despatched a request for information to Juul Labs as a part of a brand new Youth Tobacco Prevention Plan, which is aimed toward retaining tobacco merchandise of any sort out of the arms of minors. The knowledge request was meant to assist the FDA perceive why teenagers are so taken with e-cigs (notably Juul) and whether or not or not Juul Labs was advertising and marketing the product deliberately to minors.

In response, Juul introduced a brand new technique to fight underage use, with an funding of $30 million over the following three years going in the direction of unbiased analysis, youth and parent education and neighborhood engagement efforts.

Since August 2017, Juul has required that folks be 21+ to buy merchandise by itself web site, however on-line and offline third-party retailers haven’t been so diligent.



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