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Juul Labs is working to expand the body of scientific knowledge around electronic nicotine delivery system (ENDS) products, which we believe can offer adult smokers a noncombustible alternative to combustible cigarettes and, in so doing, reduce the harm associated with tobacco use.

What is Tobacco Harm Reduction?

Nicotine is addictive and can be harmful, but it is not the primary cause of the harms associated with smoking combustible cigarettes. It is the toxicants in the smoke produced when tobacco leaves are burned (i.e., combusted) that are responsible for the vast majority of smoking-related death and disease.

The U.S. FDA’s comprehensive regulatory framework for tobacco and nicotine products is centered on the concept that products that deliver nicotine without burning tobacco can pose much lower levels of individual risk than combustible cigarettes. This approach — delivering nicotine through means or alternatives that are less harmful than combustible products — is commonly referred to as tobacco harm reduction.

Our Research Program

As part of the Premarket Tobacco Product Application (PMTA) process, we have built a comprehensive research program focused on examining the public health impact of the JUUL System. This includes research on our products’ impact on the individual user, their ability to convert adult smokers from combustible cigarettes, and the net-population impact on public health. We’re exploring and supporting science and research in four key areas:

Our latest studies

We are continuously examining the role ENDS products can play in a comprehensive public-health strategy which incorporates tobacco harm reduction.