A Juul ad depicting young people smoking
Controversy around Juul Labs seems to be never ending. Juul is an electronic cigarette company whose biggest audience is teenagers. The advertising push towards this younger audience is the biggest issue so many have about the company. The lawsuit claims that Juul rejected Cult Collective, a marketing firm, decision to have an adult target audience. Juul ultimately decided to target a younger audience creating ads filled with young models with the help from an art director. While the company continues to assert that they have never advertised towards teenagers, the Massachusetts attorney general has filled a lawsuit claiming that the company purchased ad space clearly aimed at younger audiences. The ad spaces were seen on Nickelodeon, Seventeen magazine and Cartoon Network. They even went as far as placing ads in websites teenagers use for tutoring, college searching and online gaming through a third party company. Many argue that Juul's advertising filled with young, beautiful models has contributed towards creating a whole new generation of young smokers. One of the reasons why Juul rejected Cult Collective's advertising pitch was because it contained older technology only recognized by adults.
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