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NAQC Newsroom: Research

On the Popularity of the USB Flash Drive-shaped Electronic Cigarette Juul.

Monday, May 14, 2018  
Posted by: Natalia Gromov
Kavuluru R, Han S, Hahn EJ.
On the Popularity of the USB Flash Drive-shaped Electronic Cigarette Juul.
Tobacco Control Published Online First: 13 April 2018. doi: 10.1136/tobaccocontrol-2018-054259
Introduced in mid 2015, Juul is currently the most popular electronic cigarette (e-cigarette) with a market share of 49.6% (last four weeks as of 27 January 2018) and year-over-year growth of over 700% based on Nielsen market data.1 Juul is a compact closed system device charged via USB (figure 1) and comes with disposable flavoured pods each of which contains 0.7 mL with 5% nicotine by weight. Each pod is nearly equivalent to one pack of cigarettes or 200 puffs according to official Juul documentation (from, which also states that Juul is specifically ‘designed with smokers in mind’ and is ‘for adult smokers seeking a satisfying alternative to cigarettes’. To order Juul online, age verification (+21 years) is required and implemented through a third-party verification service provider. The purpose of this letter is to describe initial observations of recent Juul-related messages on two different social networks (Twitter and Reddit) and traditional media.

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