On Tuesday Juul confirmed that it plans a national TV ad campaign featuring ex-smokers who used Juul to help them quit traditional cigarettes. TV ads for tobacco products have been banned under federal and state regulations since the s, and print ads are restricted. Advertising standards have not been formalized for e-cigarettes, which are regulated differently by the Food and Drug Administration. But in the intervening years, Juul has far eclipsed both brands, with 70 percent of the retail market, according to data from Nielsen. TV is a new medium for Juul, which has grown through social media channels like Instagram, Twitter, and Facebook, although the company claims most of the marketing is organic and unpaid.

As criticism grew, the company changed the look and feel of its online accounts to focus exclusively on adult smokers switching to Juul. The TV ads, which Juul posted on its company blog, share the same somber, drab aesthetic—a radical departure from its initial brightly colored Vaporized campaign, which featured attractive twentysomething users. At the time, Juul also pledged to provisionally suspend in-store sales of some of its sweet flavors, like mango, while continuing to sell mint-flavored pods, a popular flavor with kids.

Days after Juul announced its self-regulation plan, the FDA released proposed rules around e-cigarettes that stopped short of an outright ban. That appears to have irked the FDA. Gottlieb told the Times he is drafting letters to both companies and plans to summon executives to FDA headquarters to explain themselves. Regulators would be wise to halt the upcoming TV campaign before it begins, Jackler says. Andy Greenberg and Excerpt. Alex Davies.

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