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Juul Invests 30 Million to Prevent Underaged Vaping As FDA Cracks Down

Juul Invests 30 Million to Prevent Underaged Vaping As FDA Cracks Down


One of the most popular and controversial American vapor companies, Juul, recently announced that they're planning to invest $30 million in an expanded effort to prevent underaged users from getting their hands on vapor products, according to a recent report from ABC.

This investment from the San Francisco-based vapor company comes one day after Scott Gottlieb, Commissioner of the Food and Drug Administration, announced that the agency sent forty “warning letters” to Juul Labs, other online retailers, and brick-and-mortar shops around the country in a first step by the federal government to address underaged use of vapor products, according to CNN.  

These two events happening in such quick succession should speak volumes to the commitment of management at Juul to keep their product out of inappropriate hands, despite the near-daily vilification they've suffered for months now. Here at Breazy, we’ve been following this story for some time, and this article will look at how Juul has responded to criticism and doing what they can to prevent young people from picking up vapor products.

Mission Statement

In addition to the millions in new spending, Juul is also attempting to address youth prevention with dialogue from CEO Kevin Burns. He’s issued a full-page statement committing the company to preventing underage vapor use, while concurrently promoting the central mission of vapor products, smoking cessation for older smokers who want to quit by using vapor products.

“At JUUL our mission is simple: eliminate cigarette smoking throughout the world one smoker at a time. 38 million Americans and one billion people around the world still smoke. Smoking remains the world’s number one source of preventable death,” Burns writes, before addressing the topic of youth prevention, which he considers a major challenge for the industry.

“Let me be clear: we do not want teens or any other non-smokers to ever use our product. I’m not only a JUUL employee, but more importantly, I am a parent of teenagers. I never want my 18-year-old-son or 15-year-old daughter to try JUUL. The product was designed with adult smokers in mind and their need to break the grip of cigarette dependency,” he continued.


These investments, mission statements, and warning letters are the culmination of months of tension between vapor companies, the federal government, and a public outcry from schools and local governments that are trying to navigate reports of increased vapor use in high schools.

In February, Gottlieb, who has previously held stock and investments in vapor companies, came out in favor of increased regulations to curb use among youth. He went as far as to show support for a ban on flavored e-liquid to “limit youth appeal,” a claim that was roundly criticized in the vapor community as many older vapers have said that flavored e-liquid helped them immensely in the cessation process from combustible cigarettes.   

Despite criticism of banning flavored e-liquid, most vapor advocates stress that vapor use among youth is not something that should be taken lightly. This topic has been addressed before at Breazy, and we have noted that while media reports feel like a hysterical overstatement of the problem, most vapor retailers, including Juul and Breazy, have age verification systems and taken steps to limit access for anyone under the age of 21.