JUUL Labs Canada president says the vape company’s target market is current adult smokers using their product as a nicotine alternative. (File photo)

JUUL responds to Vernon’s vaping concerns

President of JUUL Labs Canada says numbers reported in local vape presentation inaccurate

To the editor:

I am writing in response to an article published on Jan. 24 in the Vernon Morning Star, headlined ‘Vernon schools see gross effects of vaping.’

To be clear, our customer base is Canada’s five million current adult smokers.

JUUL is a nicotine alternative for combustible cigarettes.

Youth and non-smokers should never vape.

This article, however, is inaccurate in its assertion that a single JUULpod has a nicotine level equivalent to 2.5 to three packs of cigarettes. That is not true.

The use of JUUL products consistently demonstrates a nicotine-absorption curve that is lower than a combustible cigarette.

As well, in Canada JUULpods are available in five per cent, three per cent and 1.5 per cent which gives adult smokers the chance to determine the nicotine-strength option that works best for them as they transition off cigarettes.

We remain committed to resetting the vaping products category while earning the trust of society by working co-operatively with regulators, public health officials, and other stakeholders to realize the historic opportunity to transition adult smokers to less harmful alternatives.

Michael Nederhoff


Canada president

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