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You’ll Never Believe The Way This Vaping Company Is Aiming To Market Themselves You’ll Never Believe The Way This Vaping Company Is Aiming To Market Themselves

Juul Labs is currently building a marketing team whose primary goal is growing support for Juul as a smoking cessation tool.

Over the last several years, vaping has grown from relatively unknown alternative to smoking, to a multi-billion dollar industry all its own. But with this growth has come plenty of controversies, stemming from their long-term impact as well as their influence on teens. Meanwhile, vaping advocates point to the fact that smoking still kills more people every year than any other preventable cause, highlighting the dire need for better smoking cessation tools. Luckily the world’s biggest vaping company, Juul Labs, recently started a special marketing team whose primary objective is improving the public understanding of the harm reduction and smoking cessation benefits of vaping.

However, due to the delicate nature of regulations, Juul Labs is currently not legally allowed to say their products are effective at helping people quit smoking. That’s why they’re now building the evidence and support they need to make the case to the federal government. Juul Labs and other major vaping companies see this as a pivotal moment for the industry, as things get more contentious between both sides. Federal approval as a smoking cessation tool would likely be the biggest gain in the fight for vaping rights ever.

Juul’s New Plan

According to a report by CNBC, Juul Labs recently built what they’re calling an “enterprise markets team,” whose express purpose is to advocate healthcare and insurance companies that vaping is an effective way to help people quit smoking. Juul Labs even wants to build a relationship with these institutions which allows them to provide Juul to any employees who are hoping to quit smoking, free of charge. This team within Juul Labs currently has 17 members, but they’re rapidly expanding as their work grows. Led by a former executive of Cardinal Health, Douglas Roberts, the team has reportedly spent the last several months meeting with both public and private institutions about their goals.

Helping to bolster their new plan, Juul Labs added four new flavors the other day. The US line of Juul Pods come in 3% nicotine, while they can be found at 1.5% in Canada. Some have speculated they’re currently working on standardizing a wide range of nicotine strengths to make “step-down” quitting much more natural. This method of quitting sees the smoker start with a high nicotine strength pod, before slowly lowering the contents until it’s nicotine free. While Juul Labs hasn’t made any official announcements on this front, it’s evident something along these lines is in their plans moving forward. But the biggest hurdle to their goals is the myriad of evidence and research needed to be supplied to the FDA Center for Drug Evaluation and Research. A ton of data is required before vaping will be approved as an effective smoking cessation tool, something the deep pockets of Juul Labs could seriously help with.

Outside Research On Vaping

While Juul Labs seemingly has a long and difficult fight on their hands, we already have a lot of peer-reviewed evidence which supports the harm reduction and smoking cessation benefits of vaping. Back in 2015, we got a large scale report from Public Health England which concluded vaping is at least 95% safer than smoking. When this was first reported it made huge waves, but ever since we’ve been getting more and more reports which find similar results. As recently as December we got a report which found cigarette smoke has about 93% more toxicants than vaping does. However, to truly understand everything at stake you should consider the report which found the excess lifetime cancer risk of vapers is around 57,000 times lower than with demographically similar smokers.

Looking further than the harm reduction value, and we have plenty more to love about e-cigarettes. For starters, a report conducted by researchers at the University of Louisville wanted to test the success rate of all the most common smoking cessation tools and methods. After collecting all their data, the team concluded that not only is vaping an effective smoking cessation tool but actually the most likely to lead to a successful attempt. Another major argument against vaping is the impact they have on non-smoking teens. For years now, the fear has been that if vaping is accepted for its benefits, it will increase the number of teens picking them up, with many eventually becoming smokers. Luckily it seems these fears have been unfounded, as a report of over 60,000 teens concluded that only between 0.1% and 0.5% of non-smoking teens are ever picking up a vape regularly, let alone smoking.


This could prove to be one of the biggest fights vaping has ever faced. If vaping can gain legitimacy from the federal government about their value, it would prove to be the single biggest gain the vaping industry has ever made. As it currently stands, e-cigarettes cannot be marketed or sold as harm reduction and smoking cessation tools, regardless of the mounting evidence. It’s not until the FDA approves their value that companies like Juul Labs will finally be able to explain everything vaping has to offer to the smoking public. But once this happens, it will ultimately become nearly impossible to take away our vaping rights.

Are you surprised Juul Labs is embarking on this fight? Do you think if they’re successful it will have a significant impact on the industry? What’s the best way to spread positive information to those around us? Let us know what you think in the comments, and don’t forget to check back here or join our Facebook and Twitter communities for more news and articles.

Dustin Erickson

Dustin Erickson - ECR.net Editor

Dustin can lay claim as one the first e-cigarette reviewers on the internet. Back in the summer of 2009 he set out on a mission to spread the word about e-cigs with this very site. Nearly 2.5 Million visitors, 1,700 Reviews collected and 5 years later, he’s still as passionate as ever and one of the leading Vaping advocates online.