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JUUL e-cigarettes ignited a youth vaping epidemic that erased decades of progress in the fight to reduce youth tobacco usage. From 2017-2018, e-cigarette use increased 78% among high school students and 48% among middle school students, with 21% of high school students and 5% of middle school students using e-cigarettes. JUUL pods are loaded with nicotine and other chemicals that are harmful to health. Youth and young adults are suffering from severe nicotine addiction and other serious health problems, including nicotine poisoning, seizures, strokes, heart and lung problems, and mental health problems related to the use of JUUL.
JUUL borrowed from the “big tobacco” playbook and heavily marketed its stealthy, flavorful e-cigarettes to youth. JUUL’s CEO Kevin Burns recently acknowledged JUUL’s role in the youth vaping epidemic. “we are, of course, partly responsible (for youth vaping). We have 80% of the marketplace, how can we not be responsible for this?” As a result, a new generation has become addicted to nicotine and JUUL has made billions.