celebrity references. These posts also featured stealth vaping in class or at home, and use of Juul at school and other places frequented by teens.
At the same time, 57% of the posts mentioned lifestyle-related content, highlighting shared use of Juul between family and friends during fun times and activities.
About one in 10 posts mentioned references to nicotine in Juul or its addictive potential, most often in a fun light.
For example, one post contained a cartoon image of Buzz Lightyear with a Juul in his fist, and a tagline reading, “When you’re buzzzin hard.” Another compared the addictive nature of Juul to binge-watching Netflix shows and reading just one more page of a book.
Christine Fardellone is a certified tobacco treatment specialist at Northwell Health’s Center for Tobacco Control in Great Neck, N.Y. “Electronic cigarettes are marketed using similar techniques proven to lead
