Silicon Valley's favorite e-cig company shut down its social media accounts - but Juul's advertising now has a life of its own
- The Silicon Valley startup Juul announced this week that it is deleting some of its social media accounts.
- The move is part of a series of actions the e-cigarette maker said it's taking to address teen vaping.
- Juul also announced it would temporarily stop selling its flavored e-cigarettes in stores.
- Juul heavily marketed its devices on YouTube, Twitter, and Instagram (where many users are teens), and recent study suggested the ad campaign was a runaway success.
Now, though, the advertising has a life of its own: Juul said in a statement on Tuesday that 99% of social media posts related to its devices are generated by people with no link to the company.
The impact of deleting its social media accounts remains to be seen. The Juul is already popular among young people, according to a study published in October which suggested a "rapid uptake" of the Juul among youth, including minors.
Juul said it will also work with Facebook, Instagram, Twitter, and Snapchat to "polic[e] unauthorized, youth-oriented content on their platforms."
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