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E-Cig Maker Juul Won't Tempt Instagrammers With Models Anymore

Juul products

Juul products

Photographer: Bill O'Leary/The Washington Post via Getty Images

Juul Labs Inc., the maker of the fastest growing e-cigarette brand in the U.S., said it will no longer feature models on its social media platforms as it tries to battle the perception its products are too appealing for underage smokers.

The San Francisco-based company will instead advertise using images of former smokers who have switched from combustible cigarettes to the Juul device, it said in a statement Thursday. The closely held company’s smoking devices resemble a USB thumb drive and have worried regulators and parents because they aren’t easily identified as a tobacco product.