The New Crown Juul of American Tobacco

Are the days of anti-cigarette campaigning now unnecessary? Are our worries of lung cancer quelled with the reassurance that teens are now engaging in much “safer” practice of Juuling and vaping?

In reality, an e-cigarette packs more of a nicotine punch than a Marlboro. Juul.com boasts that each hit of their product is equivalent to 200 puffs, or a pack, of cigarettes.

Juuls, for those unfamiliar, are flashdrive-sized devices that can be charged via a USB port. The user connects them to a flavored pod (mango and creme brulee being most popular), usually containing nicotine, but which can be easily modified to deliver THC (the active ingredient in marijuana). The gadget uses electricity to emit vapor; the Juul was originally a product meant to bridge the gap between cigarette addiction and withdrawal.

Another product, a more classic “vape” pen, heats a mixture of nicotine, propylene glycol, and glycerine into an aerosol to be inhaled by the user. While vapes look like plastic cigarettes, Juuls are much more unassuming, thanks to the marketing genius of a pair of Stanford graduates. Both former smokers, James Monsees and Adam Bowen brainstormed together at the back of a classroom, trying to find a way to get their nicotine fix without the negative drawbacks of smoking.   Flash-forward to today, and the Silicon-Valley based company is taking a page out of Big Tobacco’s playbook, utilizing the media to target vulnerable groups, like students, for profit.

Vaping’s history began in the 5th Century B.C.E. Herodotus, a Greek historian, recorded it in his writing, saying that “the Scythians take some of this hemp-seed and throw it upon the red-hot stones; immediately it vaporizes and gives out such a vapor as no Grecian vapor-bath can exceed; the Scythians, delighted, shout for joy.”

The modern electronic cigarette was formalized by Herbert A. Gilbert in 1963, and the smoking implement became commercially available in the late 80s and 90s.

Vaping has now taken on a new face thanks to pop culture, shifting from being marketed as an (allegedly) “safer alternative”  to its own popular franchise, largely enabled by the surge of references in music, social media, and other online content frequently consumed by the younger generation. Frequently touted as the “lesser of two evils,” vape companies such as Juul and Pax Labs target uninformed teens and get results; the latest CDC report shows that teen e-cig use has tripled in a year– and is still rising.

Although technically illegal for teens, it seems that the 21+ age restriction in California does little to quell the urges of tobacco and THC hungry teens. San Franciscan State Senator Mark Leno recently passed a law banning e-cigarette use in hospitals, schools, restaurants, and workplaces, making the regulations similar to those regarding traditional cigarettes. Despite the legislative efforts, it seems that Juul and vape use remains steady in many Bay Area Schools – and Lick is no exception.

An interview with Christine Yin, ninth and tenth grade Dean, made it clear that the administration was caught somewhat off guard by the unfamiliar phenomenon, and needed to “educate themselves very very quickly” about the popular new trend. After hearing murmerings that e-cigarettes  were  not only happening on the Lick campus, but were relatively widespread, they decided they needed to take action.

Concerned not only with rule violation but addiction, Yin sought out students whom she believed, based on suspicions and sources within the school, were illegally using e-cigarettes on campus. Yin said that “As a private institution, if we have a strong suspicion that somebody is doing something in violation of our rules, then we can investigate… Sometimes, if we need to know what happened, in a certain class for example, we will interview kids just to find out the truth of things.” Additionally, she was able to call “third-party” students into her office for information, but was insistent that abstaining to speak about the habits of fellow students was accepted without consequence. However, when asked about whether or not students’ lockers and backpacks had been searched on the grounds of suspicion, “I’m not going to answer that” was Yin’s response.

The rumor-based method of “interviewing” students begs the question of the  impact of such a practice on the relationship between the Lick student body and administration. The relatively high probability of suspecting and targeting innocents – regardless of how quickly they are able to clear their name – creates a culture of cat and mouse between teachers and students. This distrust does little to create a productive climate to address issues that will undoubtedly arise in the future.

It is impossible to deny the severe health consequences of e-cigarettes, even though the device is marketed as a “healthier alternative” to cigarettes. An article published by Scientific American, “E-Cigs and Second-Hand Vaping,” says that although the respiratory risks posed by traditional cigarettes are mitigated by e-cigs, constituting much of the appeal, e-cigarettes  do contain toxic chemicals like formaldehyde, nitrosamines, and lead — cancer causing neurotoxins and carcinogens. Frequent Juul or vape use can also result in nicotine dependence, a condition that can have lasting consequences on physiological and psychological health. The temporarily pleasing head rush and other mood altering effects can cause subsequent irritability and anxiety, as well as other withdrawal symptoms. Those suffering from a dependence on tobacco products also tend to spend less time socializing with family members, friends in places where smoking is socially unacceptable. Of great concern is that because the current technology hasn’t been around for very long, the long-term effects of vaping have yet to be seen.

Another worrying health complication associated with e-cigarette use is “popcorn lung”, a condition originally diagnosed in microwave popcorn factory workers. The chemical diacetyl causes bronchiolitis obliterans- a scarring of the lungs resulting in thicker, narrower airways and subsequent respiratory issues. Diacetyl was used in these factories to give the popcorn a “buttery” taste– and is now being used in Juuls to give the same quality to flavors like maple, vanilla, and coconut. And while the chemical was swiftly removed from food products after many factory workers presented with symptoms of the condition, it continues to be inhaled by teens and adults alike by way of the e-cigarette epidemic.

After the issue was widely addressed at Lick in an eTiger announcement and the administration’s efforts to clarify the consequences of vaping on campus, the formerly backstairs activity has been brought into the public eye. Yin led a workshop with the faculty about Juuls, the impacts of vaping, and the school’s policies around the issue, as well as preparing teachers teachers for the best course of action when they suspect students of vaping. The student body has mixed views on the subject, but a general theme was the frustration with vaping and Juuling being done on campus. “I saw somebody Juuling in the bathroom after school the other day,” one student commented, “That’s so ridiculous. Why couldn’t they just leave?”. The disrespect associated with using mood-altering tobacco products in an expensive private institution attended by choice is glaring, a source of frustration on the sides of both the administration and non-participating student body.

Parents, teachers, and faculty continue to work towards long term solutions and education about the Juuling “problem” at Lick, and students are hopeful that the solutions in mind will emphasize an open, destigmatized communication line between administration and student body. Because at the end of the day, students are going to do what they want, and it’s important that they have complete and accurate information about the activities in which they partake.

 

 

Elliot Singer
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