JUUL e-cigarette devices have been deceptively marketed as a safe alternative to tobacco cigarettes. The vape company has downplayed the danger and nicotine content of its products and has illegally marketed and sold its products to underage consumers.

Juul Labs (the manufacturer of JUUL devices and vape pods) have aggressively marketed JUUL as a safer alternative to smoking, despite recent studies finding that e-cigarettes expose users to a number of health risks commonly associated with smoking. E-cigarettes have also been linked to diseases such as bronchiolitis obliterans (commonly known as Popcorn Lung).