JUUL targets military personnel and veterans.

With their recent marketing campaign1 (figure 1), JUUL joins a long tradition of tobacco companies targeting the US military and veteran population.1–6 JUUL advertises their electronic cigarettes (e-cigarettes) with testimonial endorsements from military veterans (figure 2),2 claims to support veteran service organisations (figure 3),1 as well as offers discounts (ie, a $1 starter pack) to military and veterans (figure 4).3 Perhaps most concerning, although e-cigarettes are not currently approved by the Food and Drug Administration as a cigarette cessation tool,7 JUUL claims their product, ‘offers servicemen and first responders the tools to succeed at switching’.1 Figure 1 JUUL markets to military families in recent advertising campagain. Website source: https://heroes.juul.com. Figure 2 JUUL promotes products with veteran testimonials. Website source: https://heroes.juul.com. Figure 3 JUUL claims to promote veteran service organizations in marketing campaign. Website source: https://heroes.juul.com. Figure 4 JUUL offers discounts to military personnel and veterans. Website source: https://shop.id.me/stores/2652-juul. These marketing tactics are not …