LAUSR

JUUL labs transformed the electronic cigarette (e-cigarette) market when they introduced their innovative nicotine salt e-cigarette device in 2015.1 The sleek pod device quickly became the most commonly used tobacco product among adolescents.2 Like other products, JUUL was initially available in mango, mint and a variety of other flavours appealing to youth.3 However, due to rising pressure from the US Food and Drug Administration (FDA) and antitobacco groups, JUUL voluntarily stopped selling all flavoured pods except for menthol, mint, and tobacco in October 2019. Subsequently, after findings from a national study reported that mint flavour was the most popular JUUL flavour used among youth,3 JUUL also removed their mint flavour from the market in November 2019, leaving only menthol and tobacco flavoured pods. With millions of JUUL users—many of them youth—reporting that the variety of flavours offered was one of the most appealing aspects of the …