Juul Lab’s has agreed to a settlement to restrict its advertising practices on social media and media outlets with younger readers to reduce product exposure to youth, The Guardian reported.

The settlement, which includes nine new regulations around the promotion of Juul products, was made with the Center for Environment Health (CEH), the report said. This is the first legally binding commitment related to marketing practices to youth for Juul Labs.
Juul Labs is now prohibited from advertising on social media and other outlets that have an audience of at least 15 per cent under 21, according to the report. In addition to that, the company cannot advertise within 1,000ft of schools or playgrounds, cannot use models under the age of 28 in its advertisement or sponsor or advertise at sporting events or concerts that permit people under the age of 21.
If the company does not follow any component of the agreement, it risks getting sued by the CEH, the report said. “Young people today think that smoking is gross, so big tobacco switched to a new product: e-cigarettes,” said CEH’s Executive Officer, Michael Green. “Juul uses sophisticated and targeted marketing to convince youth that e-cigarettes are safe. We just couldn’t sit back and allow big tobacco to hook a new generation of nicotine addicts.”
A Juul spokesperson commented on the settlement, saying, “We agree with CEH that no youth should use Juul products and we are committed to combatting underage use.
“This settlement affirms voluntarily responsible marketing practices that Juul Labs has had in place – we have never marketed to youth and do not want any non-nicotine users to try our products.”