NCDHHS and Partners Launch Juul Labs Document Database, Shine Light on Youth Vaping Epidemic

Strategic Insights -

The North Carolina Department of Health and Human Services, in partnership with the University of North Carolina at Chapel Hill and the University of California, San Francisco, recently launched the Juul Labs Document Repository, a public archive of nearly 5 million internal company records. This project, funded by North Carolina's settlement with Juul Labs, offers an inside look at the marketing, product development, and business strategies that fueled the youth vaping epidemic.

In 2024, more than 1.6 million U.S. middle and high school students reported current e-cigarette use, and over 12% of those students named Juul as their usual or last-used brand. While these rates have been declining in recent years, these figures highlight the company's significant role in youth nicotine addiction. The document database is a crucial tool for researchers, policymakers, and the public to understand the tobacco industry's tactics and inform evidence-based decision-making.

Key Takeaways:

  • The Juul Labs Document Repository contains nearly 5 million internal company records, offering an unprecedented insight into the company's marketing, product development, and business strategies.
  • In 2024, over 1.6 million middle and high school students in the U.S. reported current e-cigarette use, with over 12% naming Juul as their usual or last-used brand.
  • The document database is a product of the $47.8 million settlement between North Carolina and Juul Labs, which will be paid over several years.
  • The repository is fully searchable and integrated with over 18 million related documents, providing a comprehensive understanding of the tobacco industry and its marketing tactics.
  • Researchers, policymakers, and the public can explore materials ranging from corporate emails and marketing plans to scientific studies and regulatory communications.
  • The document database is being used in various ways, including research, education, and public awareness campaigns.
  • The repository serves as a precedent for how legal resolutions can be leveraged to create long-term public health protections.

Statistics:

  • Nearly 5 million internal company records are contained in the Juul Labs Document Repository.
  • 1,628,000 U.S. middle and high school students reported current e-cigarette use in 2024.
  • 12% of students who reported current e-cigarette use in 2024 named Juul as their usual or last-used brand.
  • The settlement between North Carolina and Juul Labs totals $47.8 million.
  • The repository is fully searchable and integrated with over 18 million related documents.
  • The database has been used by researchers, policymakers, and the public in various ways, including research, education, and public awareness campaigns.

Sources:

  • "NCDHHS and Partners Launch Juul Labs Document Database, Shine Light on Youth Vaping Epidemic" by hejones1, September 3, 2025, MIL OSI USA News.
  • The North Carolina Department of Health and Human Services, "Juul Labs Document Repository".
  • The University of North Carolina at Chapel Hill, "University Libraries".
  • The University of California, San Francisco, "Industry Documents Library".
  • "Industry Documents Library" industrydocuments.ucsf.edu/tobacco/collections/juul-labs-collection