Overall, researchers concluded that almost two-thirds of all parents — 64.1% — had any awareness of JUUL, meaning either they reported seeing or hearing of JUUL or could identify a picture of JUUL as an e-cigarette.
Fewer than half — 44.2% — of parents could identify a picture of JUUL as a type of e-cigarette. More than one-third — 35.1% — couldn’t recognize the device at all.
Parents also indicated that they had not received information about the e-cigarette from their child’s schools, where use has grown common because it is so easily disguised. Almost three-quarters (73.5%) of parents reported that they had received no communication from their child’s school regarding e-cigarettes or JUUL. A separate Truth Initiative study found that fewer than half of teachers and administrators could accurately identify a picture of JUUL and that the device presents challenges to enforcing school e-cigarette policies.