Watch the Controversial New Juul TV Commercials

Juul Labs has had a rough 2018. After skyrocketing to the top of the e-cigarette market, the company has undergone intense criticism from the media and the FDA about their previous marketing practices, which many people believe were targeted to underage vapers.

Within the past few months, the company has been completely revamping their marketing. They’ve committed to using only older, former smokers in their ad campaigns rather than the trendy, attractive early 20’s models that they previously used. They’ve shuttered their US-based social media accounts. They’ve ended their affiliate program, which compensated reviewers for sending sales their way.

Now that they’ve sold out to Big Tobacco (the company sold a large stake to Altria), they’ve decided to undertake yet another controversial advertising campaign. This time it’s on prime-time TV. Their new “Make the Switch” ad campaign features former smokers talking about why they use the Juul e-cigarette.

The total ad spend is expected to run about $20 million, with the majority of that going towards cable TV spots. The rest will be spent on radio, print, and online advertising.

Why are Juul’s new commercials so controversial?

Tobacco companies have long been restricted from advertising on television and print advertising, with the restrictions dating back all the way to the 1970’s. Electronic cigarettes are, however, a loophole. Federal and state regulators haven’t yet applied the restrictions to the relatively new e-cigarette market.

“It’s clear that we’re focused on the mission of the company to convert people off combustible cigarettes,” said Ann Hoey, Juul’s vice president of marketing. “This is campaign that is a sort of an honest, straight down the middle of the fairway, very clear communication about what we’re trying to do as a company.”

It remains to be seen if these new TV advertisements will draw the ire of the FDA, which has had Juul Labs in its crosshairs for a while now.

Related Posts

An image depicting a bladder cancer tumor

Vapers May Be at Higher Risk for Bladder Cancer

A new bladder cancer study reveals that vapers may be at elevated risk compared to non-smokers and never vapers. Specifically, vaping and bladder cancer may be linked, although smokers too are already known to be at risk. Scientists conducting a recent meta-analysis of multiple research studies identified six substances strongly linked to bladder cancer in

Read More »
a woman looks afraid, holding her face, maybe as she experiences temporary psychiatric symptoms like paranoia

Cannabis Linked With Temporary Psychiatric Symptoms

Millions use cannabis worldwide, both recreationally and medically. New research, however, links temporary psychiatric symptoms and cannabis use, even for first time users. This suggests we should see the benefits and risks of cannabis use as a nuanced debate—one that depends in part on the active compounds in the particular cannabis used. Temporary Psychiatric Symptoms A

Read More »
JUUL vape with nicotine vape pods

Young Adults Don’t Always Know What’s In Their Vape Pods

According to new research from a Stanford University team, young adults often don’t know what’s in their nicotine vape pods, including what brand they use. Pod-based e-cigarettes look a lot like thumb drives, but they are vaping devices. They consist of a vaporizer base powered by a rechargeable battery, and vape pods that you snap

Read More »
Scroll to Top