Intended for healthcare professionals

Observations Yankee Doodling

Popular e-cigarette Juul comes under attack

BMJ 2019; 365 doi: (Published 18 June 2019) Cite this as: BMJ 2019;365:l4249
  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}

Public health authorities and medical groups are dismayed by Juul’s penetration

Juul, the wildly popular e-cigarette the size of a flash drive, continues to grow in market share and controversy in the US. Its easy concealability, fruit flavors, and youthful social media models attracted a large teenage following. The highly addictive nicotine-salt formula has kept them coming back for more.1

Introduced in 2015, Juul is now estimated to control 70% of the US market. It has left other brands (many owned by tobacco companies) in the dust. Altria, the US arm of Phillip Morris, for example, brought out its own e-cigarette brand, Mark Ten, in 2014, but sales were meager despite high expectations. …

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