E-cigarette company Juul is now doing health research, but its first study could bring more questions than answers

Sarah Johnson/Flickr
  • On Saturday for the first time in its roughly two-year history, e-cigarette company Juul presented some limited data from a clinical trial.
  • In general, that kind of research is considered a key way to protect public health by ensuring a product does not cause undo harm.
  • As a startup, Juul developed a reputation for aggressively marketing its dessert-flavored nicotine products to teens, some of whom may now be at a higher risk of using regular cigarettes, research suggests.
  • Then last fall in a $US13 billion deal, Juul became partially owned by the tobacco giant behind Marlboro cigarettes.
  • The part of Juul’s study that was made public suggests its devices could be healthier than traditional burned cigarettes. It does not assess vaping’s overall health impacts or the issue of teen use.

Juul, a former Silicon Valley startup with a reputation for aggressively marketing its dessert-flavored e-cigarettes to teens, is now doing health research.

On Saturday the company, which is now partially owned by tobacco giant and Marlboro maker Altria, presented a poster summary of a clinical trial comparing people who exclusively used its devices against people who smoked traditional cigarettes. Juul presented the poster at an annual meeting for the Society for Research on Nicotine and Tobacco and posted it online.

The poster is the first clinical research that Juul has shared publicly. The full Juul-sponsored study has not yet been made public.

For the research presented on Saturday, Juul scientists and an outside researcher looked at what happened to the levels of a specific set of biological clues when a group of smokers quit for five days and either used Juul devices or used nothing. Known as biomarkers, those clues are known to be affected by tobacco use and have been linked to cancer.

The findings suggested positive results for the smokers who quit and completely transitioned to Juul devices. In these participants, the levels of tobacco-related biomarkers dropped almost exactly as much as they did in the people who quit cold turkey.

However, one limitation of the present study is that e-cigarettes do not contain tobacco, the key substance known to influence the biomarkers that Juul evaluated. So while the study provides further evidence that adults who vape need not worry about tobacco-related carcinogens, that may not have been a question in the first place.

The study has other limitations as well.

Juul devices are not linked with a set of biomarkers tied to tobacco

CigarettesMatt Cardy/Getty ImagesE-cigarettes like Juul’s do not contain tobacco, the key substance known to effect the biomarkers that Juul studied.

Juul’s study could be interpreted as good news for adults who are looking to switch completely away from traditional cigarettes and onto e-cigs.

That’s also how Juul presented the work. A press release summarizing Juul’s paper suggested that the study “reaffirm[ed] the potential for vapour products as a viable alternative to combustible cigarettes.”

However, e-cigarettes do not contain tobacco, the substance known to effect the biomarkers that Juul analysed. Some experts believe that because of that, the findings are neither surprising nor hugely significant.

For years, most experts have been saying that when compared against traditional smoking – which involves inhaling literal burned tobacco and tar – vaping comes out on top. That’s good news for adults who want to transition completely away from traditional cigarettes and exclusively use e-cigs instead.

Yet a growing body of research also indicates that e-cigarettes come with health risks of their own. That’s especially a problem for teens and other young people who may never have smoked traditional cigarettes but who are now using products like Juul.

“The concern is with adolescents and young adults who were never going to use cigarettes in the first place,” Bonnie Halpern-Felsher, a professor of pediatrics at Stanford University who studies nicotine, told Business Insider.


Read more:
Vaping instead of smoking still exposes you to toxic metals like lead – here’s how worried you should be

For the study presented on Saturday, the researchers divided 90 participants into groups. Then over five days, the researchers had some groups abstain from nicotine completely. Others were directed to smoke normally. Still others were directed to only use Juul e-cigs.

In both the abstinence group and the Juul group, all of the measured biomarkers decreased dramatically. On average, the levels dropped by 85.3% in the non-vaping, non-smoking group and 85% in the Juul group. That suggests that using Juul e-cigarettes in isolation is not linked with some of the potentially cancer-causing effects of smoking regular tobacco cigarettes, the authors concluded.

Unanswered questions about vaping and health

Juul4SRITAPublic-health experts and scientists worry about Juul’s skyrocketing popularity among young people who otherwise would not have smoked.

Juul’s analysis did not look at the overall health impacts of using e-cigarettes or analyse other biomarkers that may be negatively impacted by e-cig use. It also did not address the issue of teen vaping or address something known as dual use, where people switch back and forth between e-cigarettes and traditional cigarettes.

In order to compare the overall impacts of cigarettes and e-cigarettes, researchers must conduct larger and longer studies that take place over the course of several years and include thousands of participants. That size and length is necessary to provide researchers with the statistical power they need to draw overall conclusions about the health impacts of each product.

Juul’s study was neither large enough nor long enough to draw those conclusions, experts say.


Read more:
The US surgeon general just issued a rare advisory about e-cigs like the Juul – here’s why vaping is dangerous

In addition, Juul did not assess other biomarkers that previous research has identified as having potentially negative health effects. Instead, the study looked only at biomarkers linked with tobacco, which e-cigarettes like the Juul do not contain.

For example, a recent analysis of biomarkers affected by e-cigarettes other than the Juul suggested that users were inhaling toxic substances like lead, nickel, chromium, and manganese in levels higher than what’s considered safe by the EPA. Inhaling those metals has been tied to health problems in the lungs, liver, immune system, heart, and brain, as well as some cancers, according to the US Department of Labour’s Occupational Health and Safety Administration.

Another concern experts have raised with previous e-cigarette research is when scientists exclude users who switch between vaping and smoking, the group of people whom they say make up the majority of e-cig users.

For the vaping portion of Juul’s study, the researchers looked only at people who exclusively vaped, not people who switch back and forth. That could mean that it ignores the health impacts of real vape use, which could include vaping and smoking rather than just vaping.

The study also leaves unaddressed the issue of teen vaping, which recent studies from the Food and Drug Administration suggest were in large part a result of Juul’s skyrocketing popularity. A single Juul pod, the refillable cartridge in the Juul e-cig, contains the same amount of highly addictive nicotine as a pack of traditional cigarettes.

“Youth are being targeted by the flavours, novel products, cool designs, and enticing ads seen in e-cigs, and are very vulnerable to use and addiction,” Halpern-Felsher said.


Read more:
$US15 billion startup Juul used ‘relaxation, freedom, and sex appeal’ to market its creme-brulee-flavored e-cigs on Twitter and Instagram – but its success has come at a big cost

Several studies have suggested that teens who use e-cigarettes eventually transition to regular cigarettes, and these may be young people who otherwise would not have smoked.

Juul does have other research in the works, however.

According to ClinicalTrials.gov, the government’s database for such research, Juul recently completed at least five other clinical trials including its devices, which have been on the market since 2017. The company is in the process of conducting at least three more, according to the database.

Business Insider Emails & Alerts

Site highlights each day to your inbox.

Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.