How Juul's Teen Success Attracted Vaping Regulation

The developers of the Juul e-cigarette wanted to make the experience of getting a stimulating hit of nicotine dramatically better than sucking on a stinky, smoking stick of burning tobacco. Their success made Juul the top-selling e-cigarette in the U.S. in two years. The device was created to help adult smokers quit, according to the company that makes it. But it achieved success in part by attracting a huge following among kids younger than 18, who aren’t legally allowed to purchase such products. Concerns about the hazards of vaping for the young provoked U.S. officials to warn of the possibility of tighter regulations on e-cigarettes. Juul moved preemptively Nov. 13, announcing it had stop selling fruit-flavored products to stores.

It’s a so-called vaping device containing a battery that heats nicotine liquid. The user inhales nicotine, an addictive alkaloid present in tobacco, and exhales aerosol. There’s no burning tobacco and thus no smoke or tar. The Juul has a sleek design. It’s made of brushed aluminum and resembles a USB flash drive. Because it’s small, the underage vaper can palm it, discreetly take a hit when a teacher or parent isn’t looking, and breathe the aerosol into a sleeve or collar. And, like many other vaping devices, its refills have come in tasty flavors such as mango and mint.