The roll-out across EU countries of Juul, has been hampered by limits of 20 milligrams of nicotine per millimetre of liquid, compared to 59 in the United States. The San Francisco-based manufacturer says that this makes their product less effective as an alternative to cigarettes for heavy smokers, and this argument has been backed by science.

Smokers who use higher doses of nicotine are more likely to quit than those using lower doses

Meanwhile, according to Dutch newspaper Volkskrant, vaping shops across Amsterdam are still selling the original high nicotine-containing versions of Juul. One owner who imported Juul products directly from the US said they accounted for 25% of his turnover. “Every day there are more customers for it,’ he said.

On the other hand, Reinskie Talhout, tobacco specialist at local public health organization RIVM, is concerned. “They make it easier to inhale the vapours from e-cigarettes and make the product highly attractive to beginners. We need to keep a close eye on this product.”

Higher doses of Nicotine more effective for smoking cessation

However, a recent review of research related to NRTs, has indicated that smokers who use higher doses of nicotine are more likely to quit than those using lower doses. This review has also found that some smokers may even benefit from using two forms of NRT rather than one.

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