The Widespread Phenomenon

Jayla Pendleton

The Smoking Alternative, unlike any E-Cigarette or Vape



Have you heard of the new phenomenon that has swept the nation? In just two years on the market, JUUL, a new e-cigarette, has become so popular among young people that the company has already accumulated nearly half of the e-cigarette market share. Did you know that nearly 1 in 5 students between 12 and 17 years old have seen JUUL use in school? Parents and teachers are becoming increasingly concerned with how popular this e-cigarette is becoming.


What is JUUL?

JUUL is an e-cigarette that heats a cartridge containing oils to create vapor, which quickly dissolves into the air. The device is small enough to fit in a closed fist and has a sleek, tech-inspired design that resembles a USB flash drive. JUUL comes in various flavors such as Menthol, Virginia tobacco, and classic tobacco. There are also flavors that can appeal to the youth such as fruit medley, mango, cool cucumber, and creme brulee.

Truth Initiative®️ talked to Dr. Judy Groner, chair of the American Academy of Pediatrics Section and a pediatrician at Nationwide Children’s Hospital in Columbus, Ohio, about four things parents should know about JUUL and nicotine addiction.

  1. JUUL has a higher nicotine content than many other e-cigarettes.

    The amount of nicotine in one JUUL cartridge is roughly the same to the amount of nicotine in a pack of cigarettes, or about 200 puffs, according to the JUUL website.

  1. JUUL can be easily hidden and can be frequently used.

    JUUL is easy to hide from parents and teachers because it looks like a flash drive and can be charged in a USB port. It also does produce a strong odor.  These characteristics enable discreet use, especially in schools.

  1. Kids are attracted to flavored e-cigarettes and believe they are less harmful.

    Research shows that many youth e-cigarette users also incorrectly believe they aren’t consuming nicotine. The majority of them believe they are only consuming flavoring, not nicotine.

  1. Pediatricians are still learning about JUUL.

    E-cigarettes are putting an entire generation at risk of nicotine dependence. Truth Initiative, the American Academy of Pediatrics, other public health and medical groups and individual pediatricians filed a federal lawsuit challenging an FDA decision to delay fully regulating e-cigarettes until 2022-a full five years past the original deadline, and six years since the FDA finalized a rule to have regulatory over all tobacco products. Early e-cigarette use and nicotine addiction can harm brain development and increase the risk of young people smoking cigarettes.

    As JUULing becomes more popular, parents need to be aware of what is going on in the schools. You can find more information at these links: