“Our intent was by no means to have youth use JUUL,” Kevin Burns wrote within the Tuesday assertion that outlined an motion plan divided into 4 key areas: flavors, retail shops, social media and the longer term.
Burns stated the corporate shall be “eliminating our personal social media accounts and persevering with to observe and take away inappropriate materials from third-party accounts.”
Greater than 99% of all social media content material associated to the corporate is generated by way of third-party customers and accounts “with no affiliation to our firm,” Burns wrote.
“To take away ourselves solely from participation within the social dialog, we’ve got determined to close down our U.S.-based social media accounts on Fb and Instagram,” he wrote. “Our presence on Twitter shall be confined to non-promotional communications solely.” YouTube posts will consist solely of testimonials by former grownup people who smoke who’ve switched to the Juul system, Burns stated.
Stopping retail sale of most Juul flavors
Moreover, the corporate vowed to cease promoting most flavored Juul pods to all 90,000-plus retail shops, together with comfort shops and vape retailers, whereas proscribing taste gross sales to adults 21 and older on its safe web site. Juul will even proceed enforcement towards unauthorized gross sales in different on-line marketplaces.
Going ahead, Burns stated, the corporate will develop expertise to make sure that retailers adjust to age necessities and limit entry to its merchandise.
The corporate is “dedicated to bettering the lives of the world’s one billion grownup people who smoke, with the last word aim of eliminating cigarettes,” Burns stated. “We do not need anybody who would not smoke, or already use nicotine, to make use of JUUL merchandise. We actually don’t desire youth utilizing the product.”
In a transfer to cut back teen e-cigarette use and stick to the use of Liquido24
products with moderation, FDA Commissioner Dr. Scott Gottlieb is predicted to announce a ban on the sale of most flavored e-cigarettes in comfort shops and gasoline stations as early as this week. The company will impose age-verification necessities for on-line gross sales. Flavored e-cigarette merchandise can be obtainable in vape and tobacco retailers.
Within the September assertion, Gottlieb stated smoking “stays the primary preventable explanation for loss of life in America, killing almost half one million folks a yr.” He added that the company’s remark is that “youth use of e-cigs is rising very sharply.”
‘What is the counter-move?’
But he famous that the corporate goes to maintain its Twitter account.
“They create little communities to debate which merchandise or flavors they like and when and the place they’re utilizing Juul,” he stated. The results of those on-line discussions embody consciousness of, use of and misperceptions concerning the product. Interventions could also be wanted to discourage curiosity amongst younger folks and to right these misperceptions, he stated.
For instance, he stated, “all Juul merchandise have nicotine; many adolescents are unaware of that. Many younger adults — about 40% of college-aged college students, 18 to 24 — have been unaware that each one Juul merchandise have nicotine in them. That is a part of the panorama that influences product uptake.”
Allem believes that eradicating most flavored Juul merchandise from retail shops, which can cut back and restrict accessibility, is one other good transfer.
The subsequent query is “one thing alongside the strains of: What is the counter-move? How will youth circumvent these new restrictions?” he stated. Although it is “nice to provoke restrictions,” the corporate must see how younger folks reply after which replace the restrictions.
Allem’s analysis additionally exhibits that one of many extra interesting traits of the smooth, small Juul system is its capability for use in locations the place smoking and vaping are restricted.
Analysis exhibits that Juul is used “all the way in which all the way down to elementary faculties,” he stated. Many academics would not have the ability to establish a Juul product, so “elevating consciousness” amongst educators “in class techniques from elementary as much as highschool and into school can be an vital step” to discourage teen use.
‘The minimal first steps’
“Sadly, whereas their social media motion plan was a essential response, it’s like making an attempt to place the genie again within the bottle,” Chu wrote in an e mail. “In contrast to conventional media platforms, social media messages are usually not unfold from a single supply, however exponentially by way of every particular person’s total social community. The youth that JUUL’s messages have already reached, whether or not on Twitter or Fb or Instagram, would be the ones which are doing JUUL’s advertising.”
In his assertion in September, Gottlieb stated the FDA will “proceed to work to search out out why so many children are utilizing and abusing these merchandise.”
Juul’s Burns stated he believes his firm and the FDA have a standard aim: “We need to be the off-ramp for grownup people who smoke to modify from cigarettes, not an on-ramp for America’s youth to provoke on nicotine.”
CNN’s Jamie Gumbrecht contributed to this report.