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Since merging with Big Tobacco company Altria, Juul Labs has lost credibility as having harm reduction at heart and has been at the receiving end of incessant scrutiny and multiple lawsuits. To this effect the firm has been attempting to engage with the public health community.

Last Summer, the manufacturer announced findings from a new study at the Academy Health 2020 Annual Research Meeting linking the Juul System’s market entry to decreased cigarette sales in Canada.