Dr. Robert Jackler, the cofounder of a group called Stanford Research Into the Impact of Tobacco Advertising (SRITA), a Stanford University-affiliated program, says that Juul deleted the vast majority of its social media posts in several waves sometime before September this year, but Jackler and his group have maintained an archive of Juul’s deleted posts (much of which is available on SRITA’s site), including more than 2,500 tweets and 400 Facebook and Instagram posts, as well as material from Juul’s website, emails and print campaigns dating back to its launch in June 2015.
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Jackler says the company’s marketing clearly appealed to youth, most overtly from mid-2015 to 2016, the year following Juul’s launch.
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Often, early marketing contains little to no reference to Juul being an option for switching from cigarettes.
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“While JUUL has halted its own [social media] posts, the viral peer-to-peer spread among teens the company initiated will live on indefinitely, or at least until the teen craze for Juul abates,” Jackler said in an email.