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Hatzenbuehler et al., 2011) or to being targeted by tobacco industry marketing efforts (Dilley et al., 2008

L., Patel, R

L., Cordova, J., Diaz, M

Doris life of glamour had been deeply lonely, with few lasting friendships, two failed marriages and no children her only baby, born premature, had died less than 24 hours after birth and in her old age shed turned eccentric, briefly adopting a 35-year-old Hare Krishna devotee before closing down her social circle altogether

Juuls website underlines that message: Our mission, one page reads in bold white text, is to improve the lives of the worlds one billion adult smokers by eliminating cigarettes. In its effort to define its products as a safer alternative to traditional cigarettes, Juul appears to be following a familiar marketing cycle