Juul tightens up social media to give attention to former people who smoke switching to e-cigs – TechCrunch


Juul Labs, the corporate behind the ever-popular Juul e-cig, has right this moment introduced a brand new coverage round social media.

This comes within the midst of Juul’s effort to get FDA approval, which has been made extra arduous by the truth that the FDA has cracked down on Juul after studying how well-liked the machine is with underage customers.

As a part of the brand new coverage, Juul will not characteristic fashions in footage posted on Instagram, Twitter, or Fb. FWIW, Juul doesn’t actually have a Snapchat. As an alternative of utilizing fashions to market the e-cig, Juul Labs will now use actual former people who smoke who switched from flamable cigarette to Juul.

Juul has all the time stated that its product was meant to function an alternative choice to flamable cigarettes, that are thought of much more dangerous to your well being.

Juul has additionally initiated an inside workforce targeted on flagging and reporting social media content material that’s inappropriate or focused to underage customers.

The corporate talked about that it has labored to report and take away greater than 10,000 unlawful on-line gross sales since February from varied on-line marketplaces.

We reached out to Juul to see if any modifications have been made to the best way that Juul targets adverts on social media and elsewhere. We’ll replace the publish if/after we hear again.

Right here’s what Juul Labs CEO Kevin Burns needed to say in a ready assertion:

Whereas JUUL already has a strict advertising code, we wish to take it one step additional by implementing an industry-leading coverage eliminating all social media posts that includes fashions and as an alternative focus our social media on sharing tales about grownup people who smoke who’ve efficiently switched to JUUL. We are also having success in proactively working with social media platforms to take away posts, pages and unauthorized presents to promote product focused at underage accounts. We consider we are able to each serve the 38 million people who smoke within the U.S. and work collectively to fight underage use – these should not mutually unique missions.

In April, the FDA despatched a request for data to Juul Labs as a part of a brand new Youth Tobacco Prevention Plan, which is aimed toward retaining tobacco merchandise of any sort out of the palms of minors. The knowledge request was meant to assist the FDA perceive why teenagers are so thinking about e-cigs (notably Juul) and whether or not or not Juul Labs was advertising the product deliberately to minors.

In response, Juul introduced a brand new technique to fight underage use, with an funding of $30 million over the subsequent three years going in the direction of unbiased analysis, youth and father or mother training and group engagement efforts.

Since August 2017, Juul has required that folks be 21+ to buy merchandise by itself web site, however on-line and offline third-party retailers haven’t been so diligent.

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