Nicotine sickness: the latest vaping scare
“This was about a year and a half ago,” she says. “I remember sitting, talking with him about his experiences using [the e-cigarette] juul, and it became quite clear to me that the symptoms he had were basically nicotine ... This suggested he was getting a far higher dose of nicotine through this device than you might expect.”
Scientists believe that the main reason that the teenage vaping crisis has been more prevalent in the US than in the UK or Europe is because of a lack of regulation around both the marketplace and advertising. So far, Juul have been able to sell their products without FDA approval regarding their safety, while e-cigarette manufacturers have been allowed to target younger age groups through social media platforms and YouTube, as well as conducting large-scale campaigns through TV, radio and billboards.
“What was unique about Juul was the social marketing campaign which was really attractive to kids, and the lack of regulatory oversight,” says Judith Prochaska, associate professor of medicine at the Prevention Research Center of Stanford University, California. We haven’t had this kind of advertising for tobacco since the 1970s.
Central to the vaping crisis is the rise of Juul, the American e-cigarette giant, who are widely credited with having transformed the market over the past four years with their innovative technologies, making vapes both more palatable and potent.
Back in 2015, the most popular e-cigarettes had nicotine concentrations ranging from 1% to 2.4%. Often clunky, battery-powered devices which converted cartridges of nicotine solution into a breathable mist, the caustic nature of the vapour imposed a limit in practice on how much inexperienced users would inhale. This all changed when Juul introduced their then groundbreaking pods of salted, flavoured nicotine, reducing the harshness of the vapour and making it possible to inhale far more, and for much longer. Most controversially, the company debuted pods with a nicotine concentration of 5%
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