JUUL products are designed for adult smokers as an alternative to combustible cigarettes.

The target audience for our marketing is current adult smokers. We tailor our promotional communications and materials to adult smokers through narrow marketing channels to limit potential for unintended exposure among those who are underaged and those who are not currently smoking or vaping.

Juul Labs’ marketing and media guidelines ensure our commercial communications are appropriately directed toward adult smokers. Additionally, we use competent and reliable data sources, methodologies, and technologies to establish, maintain, and monitor highly targeted advertising and marketing plans and media buys to ensure that adverts are targeted at those above the legal purchase age (minimum 18+).

Marketing plays a role in making adult smokers aware of alternatives to combustible cigarettes. Juul Labs conducts all of its marketing in accordance with a strict set of company guidelines. These guidelines include assuring that our marketing is clear on the following points:

  • JUUL is a nicotine product intended for adult smokers of legal purchase age.
  • JUUL is not appropriate or intended for those under age.
  • JUUL is not intended for former smokers or never smokers.
  • JUUL is a switching product. JUUL products are not intended to be used as cessation products, for the cure or treatment of nicotine addiction (e.g., smoking cessation), relapse prevention, nor for the relief of nicotine withdrawal symptoms.
  • We do not feature images or situations intended for an underage audience. Our campaigns depict appropriately-aged individuals. We do not use cartoons, caricatures, or other designs aimed at attracting minors.
  • We ensure the responsible placement of our product to limit exposure to those under age.