Juul Labs is on a mission to transition the world’s billion adult smokers away from combustible cigarettes, eliminate their use, and combat underage usage of our products.


Juul Labs – and the entire vapour category – exist for one clear purpose: to provide adult smokers with an alternative to combustible cigarettes. We do not want any non-nicotine users, especially those underage, to try our products, as they exist only to transition the world’s one billion adult smokers away from combustible cigarettes.

This is an urgent mission. Despite decades of positive, downward trends in smoking rates, one billion adults worldwide still smoke, including almost 7 million Britons. The cost in lives, health and economic impact is enormous. Indeed, no other single cause of preventable death, disease or health care spending rivals the combustible cigarette.

In the fight to reduce this harm, we must all be clear in our message: Those who don’t use nicotine should never start. Anyone who smokes should quit. Adult smokers who have not successfully quit should completely switch to potentially less harmful alternative nicotine products.

Vapour products like JUUL are one such alternative.

To be clear, nicotine is addictive and can cause certain harms to health. It would be best if no-one used any nicotine product. As a company that sells products that contain nicotine, we must earn our social license to operate. Policymakers, regulators and the general public must trust us to design, manufacture and market our products in ways that are consistent with the goal of offering alternatives to adult smokers, while keeping our products, and marketing of our products, away from those underage.

We’re quite aware of an erosion in that trust over the past few years. We’re working hard to rebuild it. We believe that we will meet this challenge. Failure would threaten the entire harm reduction opportunity represented by vapour products, and that opportunity is too important to lose.

Meeting the challenge started with actions we’ve already taken,including halting all broadcast, digital and print product advertisements in the U.S., investing further to combat underage use, and working with our retail partners to enhance access restrictions at point-of-sale.

We have also restructured our company, shifting resources to support our key priorities: combating underage usage, developing technologies to further restrict underage access to our products, and submitting scientifically robust Premarket Tobacco Product Applications (PMTAs) to FDA.

In this website, you can learn more about how our company is approaching the work of providing adult smokers an alternative to cigarettes, combating underage use and seeking to earn the trust of our stakeholders around the world.

I hope you take the time to read through these pages to learn more about our company. We welcome your feedback.

K.C. Crosthwaite
CEO, Juul Labs