Intended for healthcare professionals

Observations Yankee Doodling

Start-up e-cigarette brand aims to “improve smokers’ lives”

BMJ 2018; 362 doi: (Published 06 July 2018) Cite this as: BMJ 2018;362:k2930
  1. Douglas Kamerow, senior scholar, Robert Graham Center for policy studies in primary care, professor of family medicine at Georgetown University, and associate editor, The BMJ
  1. dkamerow{at}

But the Juul “epidemic” in schools is very worrisome

Great news: the prevalence of cigarette smoking continues to decline in the US, now down to about 14% of the population.1 Quite a change from 42% in the early 1960s. Furthermore, high school students’ cigarette smoking rate has declined to a new low of 9%.1

These decreases may be, in part, because of the increased use of electronic nicotine delivery systems (ENDS), or e-cigarettes. And that, on the other hand, may not be good news, because e-cigarettes have become wildly popular with teenagers. As Time magazine recently said, “Vaping is the new smoking. Is that a good thing?”2

The most popular US e-cigarette is now a relatively new one called Juul. …

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