Juul takes action on social media to reduce its appeal to youth

Juul Labs is responding to pressure from the US Food and Drug Administration (FDA) and criticism from public figures with a raft of measures aimed at lowering its profile among young people in the US.

Its most recent action is its announcement that it will no longer feature models on its social media platforms of Facebook, Twitter and Instagram.

Juul has active social media accounts with more than 16,000 thousand followers on Twitter and more than 52,000 followers on Instagram. Its Instagram account is currently restricted for viewers under the age of 18, although those restrictions are pretty easy for motivated teens to get around. The popularity of the brand online may, in part, explain its popularity among youth.

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