The Food and Drug Administration claims the teenage use of electronic cigarettes has reached epidemic proportion; thus is giving juul and other companies 60 days to produce a solid plan to reduce the number of teen users. The FDA has specifically targeted Vuse, Blu, Juul, MarkTen XL and Logic devices, which make up a large percent of the e-cigarette market in the US. The agency has also issued more than 1,300 warning letters and fines to retailers who illegally sold electronic cigarettes to minors.

 Although electronic cigarettes contain less toxic chemicals than traditional cigarettes, the amount of nicotine is much higher, making them even more addictive. Juul comes in a variety of flavors including mint, cucumber, fruit medley, mango, and creme brulee, which are all very attractive to underage smokers.  

 Following the FDA’s announcement, Juul launched a $30 million campaign to curb underage use of its products. Juul has also confirmed their intent to back the efforts of bumping the legal age to buy their products from 18 to 21. Over a year ago, the FDA announced a new plan to combat tobacco-related deaths in the US, which is currently 480,000 yearly.