JUUL e-cigarettes have managed to become the dominant brand on the US market in less than four years since JUUL Labs released their maiden product. The “JUULing” phenomenon has left regulators baffled about why this product is so appealing to users, especially the youth. Some researchers have found that the exponential growth of the JUUL brand may be attributed to their use of new media to reach their clients. Regulators need to be quick in playing catch up so that appropriate measures are put in place to prevent electronic cigarettes and tobacco products from being marketed to youth. Parents should also be more vigilant in talking to their kids so that those kids aren’t lured by social media content to start smoking or vaping too early.