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Promoting corporate image or preventing underage use?
Analysis of the advertising strategy and expenditures of the JUUL parent education for youth vaping prevention campaign
Kostygina, G., Szczypka, G., Czaplicki, L., Borowiecki, M., Ahn, R., Schillo, B., & Emery, SL. (2022). Promoting corporate image or preventing underage use? Analysis of the advertising strategy and expenditures of the JUUL parent education for youth vaping prevention campaign. Tobacco Control, 31(5), 655-658. https://doi.org/10.1136/tobaccocontrol-2020-056355
In April 2018, JUUL Labs announced a $30 million investment in efforts to combat underage use of its products through ‘independent research, youth and parent education and community engagement’. Prior evidence demonstrates that tobacco industry-funded prevention programmes are ineffective and may work against tobacco control efforts; they do not discourage novices and youth from tobacco use but often improve the tobacco industry’s public image. We describe the nature, timing of and expenditures related to the JUUL underage use prevention advertisements across media channels.