In order to pursue our mission of transitioning the world’s billion adult smokers away from combustible cigarettes, eliminating their use, and combating underage usage of our products, Juul Labs, and its affiliates, operate in countries across the globe.
We comply with, and often exceed, the minimum regulatory requirements set by countries or localities where we market our products. We work hard to ensure that all our products are manufactured to stringent quality standards and to behave as responsible members of the global marketplace. And we believe that, particularly in an emerging field such as vapor products, a set of principles must guide our approach to policy so that we can earn the trust of society and earn our license to operate.
Juul Labs believes regulatory oversight is required for the category, and that it should be designed to be proportionate to the risk of these products relative to combustible cigarettes. Below, we set out our high-level principles for the category.
We strongly believe that no underage person should use nicotine in any form, including our products. Our intent is to make our products available to adult smokers who want to transition away from combustible cigarettes, but this can only be accomplished responsibly if there are restrictions on access by underage persons.
We believe that, in order for vapor products to serve their purpose as a pathway out of cigarettes for adult smokers, it is important that manufacturers be able to communicate accurate and truthful information about their products to adult smokers. But marketing that is easily accessible to or targeted at underage people is unacceptable, and category-wide restrictions prohibiting it are necessary.
Our foremost obligation to our customers is doing everything we can to ensure the quality of our products. We set strict controls at every point of our manufacturing process to reduce the risk of any unintended consequences to users from our devices or e-liquids. We believe this is an obligation shared by anyone manufacturing a vapor device or e-liquid and believe that the entire industry should be held to basic standards of production.
We believe that taxes on e-liquid are appropriate but should provide for a tax differential between the most harmful products, combustible cigarettes, and e-cigarettes, in order to encourage adult smoker switching to potentially lower-risk products. .
For further information, see Regulatory Filings.
