Updated: October 2019
It’s the latest vaping mania that has sparked widespread concern among public health officials, medical professionals, school administrators, and parents.
Hailed as the iPhone of e-cigarettes, JUULs have gained somewhat of a cult-like following among teenagers who have become wildly intrigued with its sleek, discreet design, enticing e-liquid flavors and alluring “cool factor.”
According to the National Youth Tobacco Survey and data released by the FDA and the Centers of Disease Control and Prevention, e-cigarette use is up 78 percent among high school students and 48 percent among middle school students. Currently, 3.6 million middle and high school students are using e-cigarettes, an increase of 1.5 million students.
What teenagers and parents may not realize, however, is that this vaping device, with its powerful punch of high nicotine, is putting a new generation of youth at risk of nicotine dependence. As a trend that’s sweeping the nation, we’re now in a race against the clock to educate both parents and teens alike of the danger of smoking JUULs while implementing tighter e-cigarette restrictions to keep vape devices such as JUUL out of the hands of minors.
What Is JUUL?
Introduced by PAX Labs in 2015 as a smoking alternative for adults, JUUL is a brand-name e-cigarette that has outpaced its competition due to its sleek, highly discreet shape that closely resembles a USB flash drive.
The portable battery-operated nicotine-delivery device used to inhale a nicotine-infused aerosol vapor is designed to mimic the experience of traditional cigarettes, without looking like one.
Each JUUL has two components, the e-cigarette shell which holds the battery and temperature regulation system and the “JUUL pod” which holds the e-liquid (also known as e-juice). The shell is made of aluminum encasing a Lithium-ion battery, a circuit board and a pressure sensor. The pods, which are available in a variety of different e-liquid flavors including cool mint, cool cucumber and classic tobacco come in a pack of four which can be ordered online for approximately $15. A full JUUL starter kit, which includes the device and pods, sells for $49 on the JUUL website.
The most alarming aspect that many parents and teens may not realize is that each JUUL pod contains the equivalent of approximately one pack of cigarettes or 200 puffs. And, although the manufacture of JUUL claims the product is strictly for adults, the variety of tempting flavors offers tremendous appeal to teenagers, which is perpetuating use of the highly addictive tobacco product.
In fact, in its first two years on the market, JUUL amassed nearly half of the e-cigarette market share, with some questioning whether it has now become “the teen health problem of the decade.” According to Vape Beat, an online site dedicated to providing the latest news and updates about the vaping industry, the manufacturer of the JUUL has big plans for the future. With its sights set on becoming the Apple of the vaping arena, JUUL is now reportedly holding nearly 75 percent of the market share in the US e-cigarette market, making it one of the world’s most successful and fastest-growing electronic cigarette brands of all time.
How Does JUUL Work?
JUULs electronically deliver nicotine to users by slowly heating through a wick and heating coil system. The flavored pod containing e-liquid attaches to the charged device, which then heats up the pod’s liquid. When a user takes a puff from the device, the JUUL vaporizer heats the pod containing propylene glycol, glycerol, flavoring, benzoic acid and nicotine salts delivering a hit of nicotine vapor.
The manufacturer claims their product is unique in comparison to other e-cigarettes in that it uses “nicotine salt” as opposed to freebase nicotine. Nicotine salt, also known as nic-salt, is a type of processed nicotine used in vape liquid. Nicotine salt e-liquid is known to deliver much higher concentrations of nicotine than traditional e-liquid, is traditionally easier to inhale than regular e-liquid and is said to be less harsh on the throat allowing vapers to use stronger liquids.
Because of JUUL’s sleek design, which is small enough to fit in the palm of your hand, there are very few “moving parts.” Users simply connect two pieces together. When the cartridge (or pod) containing the e-liquid is empty, users simply pull it out and slide in a new pod. The device is also rechargeable and comes with a USB charger that users can pop into their laptop or other USB port.
Why Are Teens So Infatuated with JUULing?
Ask any teenager and they’ll tell you… kids are JUULing at home, at parties, in their cars, in the school locker room and even in classrooms.
Peer Pressure
It’s not a big shocker that peer pressure is often a deciding factor in the choices teenagers make. However, with regard to vaping, a new study conducted by the University of Southern California in Los Angeles offered a closer look at teen vaping habits and ultimately confirmed that young people are far more likely to vape if their parents, friends or peers are using e-cigarettes. And, with vaping now being considered an epidemic among teenagers, there’s reason for concern.
Tempting Flavors
Aside from the fact that so many of their friends are doing it, a big draw for many teens is the variety of tempting e-liquid flavors the manufacturer of JUUL offers. Although in October 2019 Juul dropped many of its most tempting kid-friendly online flavors, when teens couldn’t get the fruity flavors, they simply switched to Juul’s mint, menthol and tobacco flavors, which were still readily available.
Stickers or “Skins” to Customize Their JUUL
Another intriguing factor about JUULs is that teens can personalize them with stickers or “skins,” which are essentially decorative wraps for the device. Sold by individual online retailers, stickers and skins are available in a variety of fun and colorful themes that are all too appealing to teens including Fortnite, Star Wars, camo and cartoon kittens. Some websites even allow you to create your own customized skin with text and your own uploaded images.
The Sought After “Buzz”
Another huge draw for teens is actually a side effect of JUULing – the nicotine high or “buzz” that comes from the powerful punch of nicotine. When a teen smokes a JUUL, the nicotine typically only takes a few seconds to get to their brain. When it does, it attaches to something called acetylcholine receptors which control a person’s level of Dopamine. When Dopamine is released into the body it triggers a nicotine buzz and a sense of calm and relaxation.
Another neurotransmitter, Serotonin, is also released which enhances the feeling of calm and gives the user a slightly euphoric feeling which typically lasts only a few minutes. When a person’s Dopamine and Serotonin levels begin to decline, it oftentimes makes a person feel tired and have a loss of energy. Craving for that euphoric “buzz,” teens will continue smoking JUULs which can perpetuate nicotine addiction. Also, because nicotine is a stimulant, it also raises your heart rate and blood pressure, it dulls the senses and decreases your appetite
It’s Discreet
Another big reason teenagers are so obsessed with JUULing is due to its sleek design which can easily be tucked into a pocket and because it produces significantly less vapor (or less of a “cloud” of smoke) than other e-cigarettes making it extremely discreet. Online videos show kids JUULing at school in the library, lunchroom, in the bathrooms and even in classrooms and exhaling into their shirt sleeves or backpacks to hide the aroma of the vapor, which dissipates quickly. And, the sweet, fruity scent of JUULs can easily be mistaken for perfume, hand lotion or hair product making it that much more difficult for parents and school administrators to detect and monitor.
Because JUULs closely resemble an everyday USB flash drive, unless a parent or school administrator knows what to look for, they may not realize a child is JUULing. In fact, the problem of JUULing has become so widespread on middle school and high school campuses that some school administrators have begun to install vape detectors in school bathrooms, banned USB flash drives to avoid confusion with JUULs and they’ve added it to their list of banned substances, “no smoking, no drinking, and no vaping.”
How Much Nicotine Does a JUUL Contain?
Because many teenagers believe that JUULing classifies as ordinary vaping, they’re under the impression that what they’re vaping is completely harmless. But JUULing isn’t like ordinary vaping. Juuling is far more intense and packs a far greater nicotine punch than other e-cigarettes largely due to JUUL’s unique nicotine salt formula.
At 5 percent nicotine per volume or 59 mg/mL, one JUUL cartridge, or pod, is the equivalent of approximately one pack of cigarettes, or 200 puffs. If a teen smokes one pod per week, in five weeks they will have smoked the equivalent of 100 cigarettes.
What’s even more concerning is that far too many teenagers have no idea that JUULs contain nicotine. In fact, according to recent research by the Truth Initiative, America’s largest non-profit public health organization dedicated to making tobacco use a thing of the past, a survey of teenagers found that 63 percent had no idea that all JUULs contain nicotine.
What Are The Health Risks Associated With JUULing?
While many studies suggest that the use of e-cigarettes is less harmful than cigarettes when people who regularly smoke switch to them as a replacement, nicotine in any form is a highly addictive drug. As far as teens are concerned, the high nicotine content found in JUULs can pose even greater threats.
Teens who JUUL are at a substantially higher risk of becoming addicted which exposes them to the many cancer-causing chemicals in tobacco. And, because teenage brains are still developing, they’re uniquely susceptible to addiction.
Plus, nicotine use during the teen years can actually rewire your brain making it easier to become addicted to other drugs. It impacts the development of the brain’s reward system making drugs such as Cocaine or Methamphetamine more pleasurable to a teen’s brain.
Nicotine can also have other long-lasting effects on cognitive brain development, making it harder to concentrate, learn and even control impulses. Some reports are suggesting that long-term nicotine use starting in one’s young adult years can also lead to mood disorders as well as attention and memory deficits later in life.
And, it doesn’t stop there. According to a study published in the American Journal of Respiratory and Critical Care, adolescents who use any type of e-cigarettes are far more likely to smoke cigarettes and twice as likely to suffer respiratory symptoms such as a persistent cough, bronchitis, congestion, and phlegm as those who don’t. There have also been reports that people who use e-cigarettes may also be at risk of developing a condition called hypersensitivity pneumonitis, sometimes referred to as wet lung, which is an inflammation of the lungs due to an allergic reaction to chemicals or dust.
(NOTE: JUUL packaging carries California’s Proposition 65 warning, which states that the product contains chemicals that can cause cancer and birth defects or other reproductive harm. The website also issues warnings that the product contains addictive nicotine.)
What Regulations Are in Place to Protect Minors?
According to the U.S. Food & Drug Administration, it is illegal for retailers to sell e-cigarettes to anyone under the age of 18 and retailers are required to check photo ID of anyone under the age of 27. Retailers are also not allowed to sell e-cigarettes in a vending machine where anyone under 18 may have access. However, teenagers are cleverly finding a way around that.
Despite regulations on JUUL’s website that states it sells only to adults 21 years of age or older and the site has established verification tools to prevent underage purchases, JUULs are not particularly difficult to obtain. In fact, according to information provided by the California Department of Public Health, 94 percent of the time, minors are purchasing vaping products online.
The ease with which minors can purchase JUULs and other e-cigarette products and the concern of minors using nicotine e-cigarettes have many pediatricians and anti-tobacco agencies up and arms.
With so much controversy over the JUUL, many people are wondering what the company is doing to prevent underage use of their product. In a statement made to BuzzFeed News, Ashley Gould, JUUL’s chief administrative officer, said, “We do not want teens using the JUUL. This is a product designed for adult smokers to switch from cigarettes and we are trying our hardest to implement youth prevention programs.”
How Can I Tell if My Child is JUULing?
If you’re concerned that your child may be JUULing, here are a few signs you should be on the lookout for:
Unexplained Scent
With the JUUL product available in several different flavors, be on the lookout for an unexplainable, scent which may indicate your child is JUULing. (Keep in mind that JUULs create far less of a vapor or “cloud” than traditional e-cigarettes, so it may be more difficult to detect the scent.)
USB Flash Drive that Doesn’t Look Normal
If you come across an unusual looking USB flash drive, often with holes on one end (the mouthpiece), chances are it’s a JUUL and not an ordinary flash drive.
Skipping the Caffeine
Some e-cigarette users suddenly find themselves developing sensitivity to caffeine. So, if your teen used to be hitting Starbucks regularly or chugging Red Bulls and is now suddenly passing on their favorite caffeinated drinks, this could be a red flag.
Increased Thirst
Dehydration, often described by vapers as dry or cottonmouth is actually a fairly common side effect of JUULing and vaping in general. Propylene Glycol, one of the ingredients in e-liquid, is the primary cause of the dehydration. The substance has been shown to absorb and hold in water molecules, preventing them from being absorbed into the body. Therefore, if you notice your teen drinking more than they typically do or you happen to notice other signs of dehydration such as dark circles under their eyes, you may want to dive a little deeper to determine the cause.
Nosebleeds
Typically, when a person is JUULing they exhale the vapor through their nose which can cause the inside of their nostrils to become dried triggering random nosebleeds. The chemical in the e-liquid, Propylene Glycol, is a dehydrating chemical that strips the moisture from the inside of the nose. So, if your child is suddenly experiencing nosebleeds, it probably deserves more attention to determine the cause.
Bloody Sores in the Mouth / Smoker’s Cough
According to a 2017 article in Science News for Students, entitled “Concerns Explode Over New Health Risks of Vaping,” researchers are now linking e-cigarettes with mouth wounds that won’t heal and smoker’s cough. The vapors disrupt the immune system which can have harsh effects on human cells. Keep your eye on your child if they complain of sores in their mouth or begin to show signs of an unexplained cough. It could be a sign that your child is JUULing.
Discarded JUUL Pods
To use a JUUL, users purchase JUUL “pods.” As the name suggests, the pod systems are e-cigarettes that make use of a pod as opposed to a traditional atomizer, although they pretty much serve the same function. If you happen to see discarded JUUL pods in your child’s backpack, bedroom, pockets or elsewhere, there’s reason for concern.
Education Begins With Parents
While it’s true that most teen trends seem to come and go, the JUULing trend is far more insidious than most and doesn’t appear to be fading anytime soon.
When approaching the subject of JUULing with your child, it’s important to remember that teenagers view JUULing as cool, fairly harmless and fun, and the pressure to try it among their peers is oftentimes intense.
Experts say it’s important that we talk with our kids calmly and honestly about tobacco, e-cigarettes, and nicotine addiction. There’s actually a fairly good chance your child has no idea that JUULs contain nicotine or the damaging impact they can have on their health. Help them understand just how harmful JUULing is, how addictive nicotine is and how nicotine addiction can affect their health, both short and long-term, as well as their performance in school and in sports.
Above all, keep the lines of communication open with your child. The more comfortable they are coming to you to discuss important issues, the more open they’ll be to further discussion and the more accepting they’ll be of your guidance.
Seek Outside Help If You Suspect Your Child Is Addicted To Nicotine
If you suspect your teen has developed a nicotine habit in any form, seek outside help. A good place to start is your family pediatrician or you can contact the Center for Disease Control’s national tobacco quitline, 800-784-8669, for additional guidance and support.
For more information about vaping read:
Vape 101: What Every Parent Should Know
Is My Child Vaping? Here are 9 Signs to Watch For
Sources for this article include: CNN, TruthInitiative.org, Journalnow.com, Forbes Magazine, Vape Beat, Boston Globe, Centers for Disease Control, CNBC, California Department of Public Health, American Academy of Pediatrics, The Food & Drug Administration, The New York Times, Buzz Feed News, American Lung Association, Vox.com, American Journal of Respiratory and Critical Care