None of the evidence in that whitepaper shows that they were targeting kids. They were targeting millennials (ages 24-40 now), like most other products out there today. Once they caught the attention of the media and anti-smoking groups, they made changes to lay low and actively avoid many of the usual advertising channels and approaches.

Minimalist design, tasty flavors, colorful ads, and using social media does not equate to targeting kids.

The kids aren't getting hooked on Juuls because of advertising. They're getting hooked on them because they give you a buzz and are convenient.