The Real Cost Per Click—Teen Vapers

Teen vaping shot up 75% among high schoolers in 2017. And while e-cig company Juul denies marketing products directly to youths, a new white paper by Stanford University researchers concluded that Juul’s 2015-2018 advertising “was patently youth-oriented.”
Researchers used a coding system and measured heavy deployment of youth advertising tactics like using memes or depicting “covert use of the product” in marketing materials.
Additionally, the study found that Juul relied on youth-saturated social media channels like Instagram and mimicked the predatory marketing techniques of the tobacco industry.



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