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Juul Labs UK conducts retailer compliance checks through its Mystery Shopper Programme to help authorised JUUL retailers assess their compliance with age-verification laws and Challenge 25.
With the support of an independent, third-party provider of age-verification and compliance testing services, Juul Labs UK conducts mystery shopper visits at authorised JUUL retailer sites across the UK both for in person purchases and for online purchases for delivery.
For in store mystery shops, underage individuals, typically between 18-19 years of age, are recruited to shop for JUUL products. Retailers will incur a violation if the shop assistant fails to request a photographic ID of a to verify they are of legal-purchasing age. For online purchases, individuals below the age of 18 attempt to complete a purchase.
First Violation – Written warning and Challenge 25 education materials shared.
Second Violation – Completion of Juul Labs Challenge 25 training programme, developed in collaboration with Trading Standards.
Subsequent Violation(s) – May include continued training or further enforcement options, including, but not limited to, suspension from status as an authorised JUUL retailer for a period of time commensurate with the severity of the violation(s) and the retailer’s response thereto.