Awareness of the presence of nicotine in the JUUL Brand of e-cigarette among adolescents, young adults, and older adults in the United States

Abstract

Nicotine warning labels on e-cigarette products can inform potential consumers that using e-cigarettes can cause addiction. This study examined awareness of the omnipresence of nicotine in the JUUL e-cigarette through a cross-sectional online survey of 4860 adolescents (13–17 years), 3746 young adults (18–24 years) and 5000 older adults (25–99 years) in the United States. Analyses also examined variation in nicotine awareness as a function of age, ownership, and past 30-day frequency of JUUL use. Results indicated fewer than half of JUUL ever-users and fewer than half of past 30-day JUUL users were aware that JUUL e-cigarettes always contain nicotine. Among JUUL ever-users, awareness of the omnipresence of nicotine in JUUL e-cigarettes was significantly lower among adolescents and those who did not personally own a JUUL. Among past 30-day JUUL users, awareness of the omnipresence of nicotine was significantly lower among adolescents and infrequent users (i.e. used on 1–19 of the past 30 days). Results suggest many users of a JUUL, especially youth, non-owners and infrequent users, may be underestimating their risk of becoming addicted to JUUL products, or overestimating their ability to stop using JUUL products whenever they choose. Reasons for low awareness and methods for increasing public awareness of the omnipresence of nicotine in JUUL products are proposed.

Keywords:

• Nicotine
• addiction
• awareness
• e-cigarettes
• warning label

Acknowledgments

We wish to thank each individual who gave his/her time to participate in this study.

Declaration of interest

In the past 24 months, the employer of NM, CR, and FH, the Centre for Substance Use Research (CSUR), has received funding from JUUL Labs Inc. to independently design and conduct research on the impact of JUUL vapor products on tobacco use behaviors, perceptions, and intentions among adults and adolescents in the United States, Canada, and the United Kingdom.

Additional information

Funding

Funding for this study was provided by JUUL Labs Inc., the manufacturer of the JUUL nicotine salt pod vaporizer, referred to in this manuscript as the ‘JUUL e-cigarette’ or ‘JUUL vaping device’. No person from JUUL Labs Inc. had any input to, or control over, the study design, contents of the survey instrument, sample recruitment, data analysis, interpretation of data, or decision to report findings. The authors alone are responsible for the contents, production and decision to report this study.