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Juul, the top-selling e-cigarette brand in the United States, marketed itself as independent of Big Tobacco. On June 22, 2018, the company even posted, Juul Labs is not big tobacco on its now-deleted Instagram account

We have strict, company-wide marketing principles in place to ensure that our products are marketed responsibly, in addition to adhering to all relevant laws and regulations in the 200 markets where we operate.

market is awash in illegal e-cigarettes in fruity flavors like Killar Kustard Blueberry, which make up 86% of retail sales in the U.S., according to anti-tobacco use nonprofit Truth Initiative

Into one end you insert what amounts to munchkin-size cigarettes, called HEETS

There is no good or bad answer