Youth Prevention

We are committed to driving innovation in our category. We are developing and pioneering both technology and programs focused on the prevention of underage use of our products. Below are current efforts being led by our Youth Prevention team.


  • Our e-commerce platform will utilize unique ID match and age verification technology to make sure minors are not able to access and purchase our products online.
  • We market our products responsibly, following strict guidelines to have material directed toward adult smokers and not to youth audiences. (Please read our Marketing & Social Media Code).
  • Our packaging includes a prominent nicotine label which reads "WARNING: This product contain nicotine. Nicotine is an addictive chemical." as well as the additional statement “The alternative for adult smokers.”
  • We have reseller terms that include monitoring and penalties for noncompliance with underage restrictions. Because of the regulated nature of our product, we conduct random compliance checks of independent retail stores using our secret shopping program.
  • We will impose penalties on retailers who sell to those underage, including cutting off sales.
  • We support effective legislation and regulation to prevent the purchase and use of our products by minors.
  • We actively monitor the internet and process thousands of enforcement actions per month. Our goal is to ensure only authorized retailers who are subject to our youth prevention controls are selling JUUL products.
  • We are exiting our U.S. social media platforms (Facebook and Instagram), maintaining our Twitter account only for the use of non-promotional communications.
  • We will develop a new user-authenticated JUUL device that can prevent those underage from using the product.
  • We believe these actions, taken together, will reduce youth use, but will continue to evaluate how best to ensure no youth ever uses JUUL products.