Harm Reduction

Nicotine is addictive and can cause certain harms to health. To be clear, the best choice any person can make is to refrain from consuming any tobacco or nicotine product. However, adult smokers who have not successfully quit should completely switch to potentially less harmful alternative nicotine products.

Smoking of combustible cigarettes remains the leading cause of preventable disease and premature death worldwide.

Despite progress made to help adult smokers quit and prevent non-smokers from starting, the World Health Organisation estimates that smoking kills 8 million people per year globally. In the UK, ASH estimates smoking kills 96,000 people annually. Approximately half of those who continue to smoke will die from a smoking-related disease.

Along with a number of other notable jurisdictions, the UK Government – supported by leading British academics and clinicians – has strongly championed the principle of tobacco harm reduction. Over the last 10 years, the UK has seen its smoking prevalence rates fall to record lows. Respected organisations including Public Health England, the Royal College of GPs, the Royal College of Physicians, Cancer Research UK and ASH have all contributed significantly to the emerging evidence about the safety and efficacy of e-cigarettes, and all remain strong proponents for harm reduction through alternative nicotine delivery products.

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

Adult smokers are entitled to accurate information about the relative risks of nicotine products. Accurate communications are important given the significant misperceptions about the relative risk of tobacco products and ENDS, as well as misunderstandings about the role of nicotine.

We defer to local health authorities when evaluating whether relative risk or exposure communications to consumers would be appropriate for the protection of public health. We urge that appropriate communications to consumers be facilitated on the basis of sound science and evidence. We advise adult consumers to always review the advice and guidance of local health authorities when using nicotine-containing products.