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Juul CEO Warns Against Vaping

Juul vaping supplies on display in the window of a smoke shop in New York  

The CEO of Juul Labs, Kevin Burns, defends his company’s reputation in a new interview with CBS, while also explaining that they are not targeting new smokers. Juul has been under scrutiny for its marketing practices, which appear to target teens and young adults. In the interview, Burns would not comment on whether Juul was safer than smoking traditional cigarettes. Burns admitted that we don’t yet know the full dangers of vaping, including long-term effects such as diseases caused by vaping. He defends the product, stating that Juul products are legal, tested and in alignment with guidelines for distribution.

Burns acknowledged that the trustworthiness of the tobacco industry is low. His connection with Altria gave the company access to additional retail fronts, but he reiterates that their goal is to supply an alternative product for current smokers, not to create new ones. Some critics have said that Juul has pioneered the vaping epidemic as the primary brand of vape products used by adolescents. Burns contends that their products do reduce the use of traditional cigarettes, but are not targeted at people who do not currently smoke.

CEO States New Users Are ‘Not Our Target Consumer’

Against allegations of Juul marketing to minors and connections between Juul and teens with nicotine addictions, Burns defended his company’s intentions and the legality of their actions. On September 9, 2019, the U.S. Food and Drug Administration (FDA) issued a letter to Juul. This letter was a warning that the FDA has evidence that Juul was misrepresenting their products as having a lower risk than other tobacco products. The FDA reports concerning e-cigarettes and other electronic nicotine delivery systems (ENDS) includes warnings about the prevalence of teen use and health risks.

  • In 2018, 3.62 million middle and high school students used e-cigarettes
  • Between 2017 and 2018, e-cigarette use among high schoolers increased by 78%
  • In a survey conducted between 2013 and 2014, 81% of teens who used vaping products said that the flavors were among the main reasons they used the products

Juul has made many efforts to preserve its public image, but with many teen customers and continued legal woes, it continues to face issues.

Vaping Responsible for Severe Lung Disease

Teens who are addicted to Juul could suffer the effects of vaping on their lungs, including severe lung disease. Other health issues could include:

  • Nicotine addiction
  • Marijuana addiction
  • Drug addiction
  • Damage to brain receptors
  • Increased chance of lifelong tobacco use
  • Toxic chemicals
  • Cancer

Long-Term Effects of Vaping Still Unknown

The long-term effects of vaping are still unknown. There are a variety of chemicals in vape juice, and teens Juuling continues to be a public health issue. It is important that teens who are addicted to vaping find recovery before this addiction results in long-term health issues or substance abuse. If your teen is vaping and using other substances, a treatment program may be the best option to help them find recovery. Next Generation Village has a variety of resources and treatment programs that can provide guidance and help for teens. Call today to learn more about rehab programs designed specifically for teens.


CBS This Morning. “Juul CEO tells non-smokers not to vape or use his company’s product.” August 29, 2019. Accessed September 22, 2019.

Ducharme, Jamie. “How Juul Hooked Kids and Ignited a Public Health Crisis.” September 19, 2019. Accessed September 22, 2019.

U.S. Food and Drug Administration. “Juul Labs Inc MARCS-CMS 590950.” September 9, 2019. Accessed September 22, 2019.

U.S. Food and Drug Administration. “Vaporizers, E-Cigarettes, and other Electronic Nicotine Delivery Systems (ENDS).” September 12, 2019. Accessed September 22, 2019.

Medical Disclaimer: Next Generation Village aims to improve the quality of life for people struggling with a substance use or mental health disorder with fact-based content about the nature of behavioral health conditions, treatment options, and their related outcomes. We publish material that is researched, cited, edited and reviewed by licensed medical professionals. The information we provide is not intended to be a substitute for professional medical advice, diagnosis or treatment. It should not be used in place of the advice of your physician or other qualified healthcare provider.

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