#toolittletoolate: JUUL-related content on Instagram before and after self-regulatory action
Abstract Introduction: Digital e-cigarette marketing is largely unregulated and remains easily accessible to young people. The growing public concern around youth JUUL use and its viral presence on social media led the company to engage in several voluntary actions to remove and reduce JUUL-related content on Instagram in May 2018. The current study examined how JUUL-related Instagram content changed in the US following JUUL Labs’ wave of voluntary actions in May 2018. Methods: In 2019, we collected a total of
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