Photo: pamelaoliveras / Getty Images
Two weeks ago, Juul hit the headlines when he announced that he was losing his social media Campaigns with great criticism will be hired by the FDA for marketing to the youth. Sounds like a step in a good direction, right? Well, the company says it's developing a new capsule that has less nicotine and more vapor than previous versions, according to a New York Times . (Associated: Are e-cigarettes bad for you?) But does it really make you healthier?
Refresher: E-cigarettes like Juul are electronic devices that contain a mixture of nicotine and flavors and other chemical users may inhale and have been associated with an increased risk of cancer. Juul is the best-selling e-cigarette company in the US and sells e-cigs that are similar. They can use USBs and come in flavors like mango and cucumber.
They may have tantalizing sweet flavors, but juul pods are high in nicotine. Most pods contain five percent nicotine, the same amount in 20 cigarettes per CDC. Juul has not announced how much less nicotine or how much steam the new version will have.
But the thing is, less nicotine is not necessarily a win. Juul's new efforts to develop a nicotine pod with a low nicotine content could eventually spread their product further. According to The New York Times Juul's lowest nicotine pod has 23 milligrams of nicotine per millimeter of fluid, which still would not reach the European Union's limit of 20 milligrams per millimeter.
A Lower Nicotine According to Bankole Johnson, MD, DSc, higher steam content makes the pods no less addictive. "The addictive content could actually be bigger," he says. "When you inhale the smoke through your nose and mouth, the concentration or delivery rate actually increases in your brain, and that delivery rate is more likely to be addictive." In addition, giving second-hand more steam might be more likely, he says.
This news will not help Juul get on the good side of the FDA, which was not satisfied with the brand for some time now. The agency has tried to promote the marketing of e-cigarettes to teenagers in the US, and in April, FDA commissioner Scott Gottlieb made a statement requesting Juul to take action to reduce his attractiveness to adolescents. In conjunction with the statement, the FDA requested Juul to submit a document collection by June, including information on its marketing and how its products affect the health of young customers.
Then in September he followed, this time asking Juul to come up with a plan to reduce the use of Juule's minor. This month, Juul CEO Kevin Burns announced that the company will only sell mint, tobacco and menthol flavors in the store, while the more dessert-like flavors will be limited to online shopping. The company also closed its US-based Facebook and Instagram accounts. (Read more: What is Juul and is it better for you than smoking?)