There is considerable public outrage in the US regarding e-cigarette use and in particular JUULing and the JUUL organisation’s links to big tobacco companies. JUUL devices with their kid-friendly, fruity flavours do not have FDA approval. The JUUL devices look like USB drives. Others such as the MarkTen Elite (used for nicotine) and the PAX Era (a marijuana delivery device) also look like JUUL devices.
JUUL devices were extensively marketed on social media as essential to a ‘cool lifestyle’. In the absence of federal legislation and regulation, cities such as San Francisco are now trying to place a moratorium on vaping devices and advocacy groups are pushing national campaigns: See PAVe (Parents Against Vaping e-Cigarettes); and Common Sense, a leading US non-profit organisation dedicated to improving the lives of kids and families.