Over the last few years, Juul e-cigarettes have faced multiple lawsuits accusing the company of furthering the scourge of vaping among teens and adolescents. The use of the products has been accused of causing significant adverse health effects by local school districts, individual parents, and lawmakers alike. Yet despite the negative publicity that has been highlighted in these pending lawsuits, Altria, the company now responsible for marketing the popular electronic vapor delivery products has continued to market its harmful product and has even shown a significant increase in the amount of social media advertising making its way to the market.
The lawsuits that have been filed against Juul e-cigarettes have been filed by plaintiffs as diverse as individual parents, school districts from around the country, and the state of Pennsylvania, whose Attorney General Josh Shapiro is prosecuting a case accusing the company of misleading the public. That case hopes to institute a statewide ban. Yet even with that action in place, a recent study conducted by researchers from the University of Chicago has revealed that the number of tweets about Juul increases 67-times over between the first quarter of 2017 and the last quarter of 2018.
Increase in Tweets About Juul E-Cigarettes Viewed as Threat to Health
According to the University of Chicago study about social media trends regarding the use of Juul e-cigarettes, there were 18,849 tweets about Juul-related activity during the period covering the first quarter of 2017 and 1,287,028 in the last quarter of 2018. This dramatic increase is viewed as a significant threat to public health. Interestingly, the increase specifically of the Juul product reflected more than 6 Juul-related tweets per 10,000 people across over one-third of United States counties, a dramatic increase while tweets regarding other companies decreased. The researchers concluded that despite health outreach and warnings regarding the use of the product, the company’s social media marketing significantly expanded the product’s use.