JUUL Labs Launches Secret Shopping Program in Canada, Strengthening Youth Prevention Efforts

Published: March 27, 2019

JUUL Labs Launches Secret Shopping Program in Canada, Strengthening Youth Prevention Efforts

JUUL Labs has launched a Secret Shopping program in Canada. Beginning today, secret shoppers will begin testing stores across the country to ensure that all retail partners conduct proper age-verification and uphold bulk purchase restrictions during consumer transactions – two measures that are critical to keeping vaping products out of the hands of youth.

“Youth prevention is one of the most pressing issues facing our industry, and one that JUUL Labs takes very seriously,” said Michael Nederhoff, General Manager, JUUL Labs Canada. “We want to make sure all our retail partners share our commitment to youth prevention. While both convenience stores and vape shops do a good job age testing, we are working with them in the spirit of continuous improvement to do even better. This program will make it more difficult for minors to purchase vaping products and will ensure that our retail partners continue to comply with federal and provincial regulations.”

All retail outlets purchasing JUUL products directly from JUUL Labs, or through one of their authorized distributors, will be subject to shops by a well-established secret shopping service provider. Secret shoppers will be making sure that stores comply with age-restriction requirements and do not allow customers to make bulk purchases. Stores that are found to be repeatedly noncompliant will be flagged and will be subject to remedial action – including being denied the ability to sell JUUL Labs products and reporting to appropriate provincial governments and Health Canada.

JUUL Labs is serious about youth prevention, and has implemented a variety of activities designed to prevent youth access to vaping products, including:

  • Launching the “What Parents Need to Know” parent education campaign in Canada to provide more information to parents and keep vaping products away from youth.
  • Calling on the Quebec Government to include e-cigarettes and vaping as part of a new proposed bill that will raise the age-gate for cannabis to 21. This act would help to restrict youth access by reducing purchase and resale to minors.
  • Using unique ID match online and age verification technology instore to make sure minors can’t access and purchase the products. An adult signature at time of delivery is required for all deliveries in Canada. JUUL Labs’ online age-restrictions are more robust than the Ontario Cannabis Store.
  • Labeling that states JUUL includes nicotine and packaging with warning messaging, including a “Skull and Crossbones” warning decal. This graphic warning is voluntary; studies by researchers at the University of Waterlooindicate that graphic warning labels are one of the most effective measures at preventing youth uptake of restricted products.
  • Mandating contracts with stores and other wholesale customers which require them to take several actions to prevent access by youth, including bulk purchase restrictions to prevent black market re-sale.
  • A strict marketing and social media code, which can be read here: juul.ca/our-responsibility.

Health Canada states that vaping is less harmful than smoking, which describes the basis for JUUL Labs’ harm reduction value. The company was founded with the simple mission to impact the lives of the world’s one billion adult smokers – and five million in Canada – by providing a satisfying alternative to combustible cigarettes. JUUL is not intended for youth or non-smokers, and those who do not currently use nicotine products should not start.