In recent years, Juul, the popular e-cigarette manufacturer, has been facing a lot of heat from parents, health experts, and lawmakers over its marketing tactics and its potential to addict young people to nicotine. However, one group that has emerged as particularly vocal and powerful in their opposition to Juul is a cohort of wealthy parents who have been affected by the company’s products.
The rise of Juul has been meteoric. Founded in 2015, the company quickly gained popularity for its sleek design, discrete vapor production, and its wide range of flavors, which appealed to younger customers. However, as Juul’s popularity grew, so did concerns about its impact on public health. In 2019, the Food and Drug Administration (FDA) issued a warning letter to Juul for its marketing practices, which were found to be targeting teenagers. Additionally, the CDC reported an alarming increase in e-cigarette use among young people, with more than 5 million middle and high school students reporting that they had used e-cigarettes in the past month.
This growing concern over Juul’s impact on young people has sparked a wave of activism from parents, particularly those with means. Wealthy parents have been particularly active in pushing back against Juul, with some forming organizations dedicated to fighting the company. These groups include Parents Against Vaping E-cigarettes (PAVe), the Parents Against Teen Vaping (PATV), and the Campaign for Tobacco-Free Kids.
The rise of these organizations has been fueled by a number of high-profile incidents involving Juul. In 2018, a mother from San Francisco filed a lawsuit against Juul, claiming that the company had caused her son to become addicted to nicotine. The lawsuit alleged that Juul had targeted young people with its marketing campaigns and that its products were designed to be addictive. The case was settled out of court, with Juul agreeing to pay a large sum of money to the family.
This lawsuit was just the beginning. In the years since, more and more parents have come forward with stories of how Juul has affected their children. Some have reported that their children have become addicted to nicotine after using Juul, while others have shared stories of how Juul’s marketing tactics have targeted their children. These stories have galvanized wealthy parents, who have used their financial resources and social networks to advocate for stronger regulations and to push back against Juul’s marketing efforts.
One of the most notable examples of wealthy parents pushing back against Juul came in 2019, when a group of parents from Palo Alto, California, launched a campaign against the company. The campaign, called “JUUL Proof,” aimed to raise awareness about the dangers of Juul and to encourage parents to talk to their children about the risks of using e-cigarettes. The campaign included billboards, social media ads, and events aimed at educating parents and children about the dangers of Juul.
The JUUL Proof campaign was just one example of how wealthy parents are using their resources to fight back against Juul. Many parents have also taken to social media to share their stories and to advocate for stronger regulations. For example, Patricia Folan, a nurse and mother of three from Long Island, New York, has been particularly active in raising awareness about the dangers of Juul. Folan, who is also the director of the Center for Tobacco Control at Northwell Health, has used her platform to speak out against Juul and to call for stronger regulations.
The activism of wealthy parents has had a real impact on Juul’s bottom line. In 2019, the company announced that it would be suspending its advertising campaigns in the United States. The move came after the FDA and other regulatory bodies began cracking down on Juul’s marketing practices.
