The tobacco companies are at it again, making e-cigarette products like the Juul appeal to teenagers as a way to create a new generation of smokers. By the end of 2017, Juuling accounted for nearly half of the market share for e-cigarettes. Teenagers tell me that at least 75 percent of kids at their schools use Juuls, and most adults have no knowledge of what it is.
Juuls resemble thumb drives, making them easy to hide. They produce minimal vapor and come in eight flavors, including crème brûlée and mango. One pod contains about 5 percent nicotine, or about 200 puffs, which is roughly equivalent to a pack of cigarettes. A starter kit can be bought for around $50 and the pods for around $5, and teens say they are readily available.
So what’s the draw? Teens tell me they like the ‘buzz’ they get with a hit, like a head rush that lasts a few minutes. But if they smoke a lot, it requires more to elicit this buzz. It has become the cool new thing for teens, and the ability to sneak it right under the noses of parents and teachers makes it even more enticing. Girls hide it under their bra strap and can take quick hits right in the classroom or in the bathroom at school. The flavors are also part of the appeal. Adolescents see it as a new way to connect, and since it gives the impression of being ‘safe,’ it’s easier to ignore the negative effects.
The teenage brain is susceptible to addictions because the baseline levels of dopamine are lower than adults’, making them more easily bored and requiring more stimulation to get excited. The release of dopamine in response to stimulating experiences is higher than adults’, causing adolescents to gravitate toward thrills and risky behaviors, producing increased impulsivity and vulnerability to addictions. Plus, adolescents progress faster to nicotine dependence than adults and find nicotine more rewarding. Teens underestimate the risks of smoking and are more influenced by smoking behavior in their social milieu.
Talk to your teenager about e-cigarettes and in particular Juuls. Teen e-cigarette users are four to six times more likely to start smoking cigarettes. In a recent study, 66 percent of teens surveyed thought that Juuls contained only flavoring, not nicotine. Listen to what they say about their experiences and their friends’ experiences, and be sure they are educated about the long-term negative effects of nicotine. Use Juuls as a gateway to talk about fitting in, being true to yourself and making good decisions.
Juul recently announced it would stop selling flavored pods at more than 90,000 retail stores, but we surely can’t rely on e-cigarette companies to curb this new fad. When it comes to things like vaping, what teens need most is understanding, education and empathy (remember your own behaviors and temptations as a teenager).
Tim Jordan, M.D., is a behavioral pediatrician who works with girls in grade school through college in his counseling practice and camps. His newest book is Letters from My Grandfather: Timeless Wisdom for a Life Worth Living. For more information, visit drtimjordan.com.
