## INTRODUCTION

Current e-cigarette use increased by 78% among high school students, from 11.7% in 2017 to 20.8% in 2018, an increase attributable to pod-style devices such as those made by JUUL Labs (JUUL)1. Since being first marketed in 2015, JUUL became increasingly popular, accounting for nearly 75% of the market share in the US in 20182. While JUUL insists that they do not market their products to teenagers3, evidence suggests that JUUL’s marketing clearly appealed to youth, following its entrance onto the market4. Two studies reported that youth obtain e-cigarettes from a variety of physical retailers, social sources such as friends or family, and online retailers5,6. To our knowledge, no study has estimated the amount of money JUUL has made from youth. Here, we estimate JUUL’s potential net revenue in 2018 attributable to use by youth in the US.