On Sept. 16, Juul Labs, the company behind Juul e-cigarettes, agreed to pay nearly $440 million to settle a two-year investigation in 33 states, including Indiana.

The investigation, launched in early 2020, raised questions about the marketing and sales of the brand's vaping products, including whether the company targeted young people and made misleading claims about the nicotine levels in its devices.

According to a statement, the investigation found that Juul deliberately marketed its products to teens through parties, product giveaways and advertisements, and social media posts using young models. The payments will be made over six to ten years.

Juul has taken the world by storm since the technology first hit the market in 2015. Sleek and easy to hide, Juuls are fruity and considered irresistible by their target audience of adults and teens, Juuls have become the bane of high school administrators across the country.

A 2018 study showed that 15- to 17-year-olds used nicotine at least three times a month at a rate of more than 50 percent, making Juul by far the most popular nicotine product used by teens.

"E-cigarettes contain nicotine, and nicotine is a stimulant," said Sisy Chen, director of health and welfare in the executive cabinet of the Students' Union. "So, when you take a puff of e-cigarette, you experience a brief orgasm, and that moment might make you feel relaxed or good, but over a long period of time it can have a very adverse effect on your body The lungs. It may also lead to increased depression and anxiety, especially among college students.”

Juul fell catastrophically out of favor almost as fast as it rose to fame. The end began in 2019, when Juul agreed to change its youth advertising practices, which included ending flavored pods, leaving only tobacco, mint, and menthol flavors on U.S. shelves. More than 2,300 class-action lawsuits have been filed since 2019 The case has been brought against the company in federal court.

"E-cigarettes have such an immediate payoff," says sophomore Ben Mulenda. He is a smoker, but he only smokes cigarettes.

"Nicotine used to be a fun thing to do after you got your work done. But now everybody's just hit temporarily, they don't really reward themselves. After I finished this paper, after I finished another paper, Yes, of course. I'm going to have a cigarette. People don't take it seriously, but they like to glorify e-cigarettes, which really annoys me."

The biggest blow, however, came in June, when the FDA began banning all Juul products from U.S. shelves. The FDA reopened its scientific review of the company's technology after a federal court granted a temporary stay allowing its products to remain on the market.

As of 2020, the minimum age for legal purchase and use of vaping products, including e-cigarettes, in Indiana is 21.

"According to state law, smoking is prohibited in college for anyone under the age of 21," Chen said. But she realized it was still happening on campus.

"Obviously, I don't know what's going on behind closed doors, but I would say there's a subset of students who may be vaping, just like any other university in the US," she said.

Some people have a very optimistic view of the situation.

"Personally, I don't see a lot of e-cigarettes," senior Caroline Paige said. "I feel like a lot of the students I've talked to here seem to understand the risks of vaping and try to stay away from it. I actually transferred here from a Big Ten school after my freshman year, and I feel like there's a bigger e-cigarette there. Tobacco culture."

Juul has marketed its products more as an alternative source of nicotine for older smokers following last summer's pseudo-ban. As part of a recent resolution, the company has agreed to stop some marketing practices, including not using cartoons or depicting people under the age of 35 in ads, paying social media influencers or placing ads on any outlet unless 85% of the audience is adults. The settlement also includes restrictions on where Juul products can be sold and age verification for all sales.

"For anyone dealing with vaping or nicotine addiction, I recommend seeking help and seeking support because it is truly an addiction and we have to make sure every student on campus is healthy," Chen said. "University Counseling Services, they offer support groups for those struggling with addiction, whether it's individual counseling or group counseling, where students who have gone through similar experiences can come together and really support each other."

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