It looks like a harmless USB flash drive, easily hidden in a school backpack or back pocket. But the JUUL, a slim electronic delivery device for nicotine, has become the e-cigarette of choice for many young people in the U.S.

By inserting a JUUL pod into the JUUL and breathing into the mouthpiece, users get a strong hit of nicotine as the device vaporizes the liquid in the JUUL pod. Once the power runs out, it can be recharged using the USB port on a computer.

Many young people are lured by the kid-friendly flavors that JUUL pods offer, including cotton candy, mango and chocolate. Others incorrectly believe that it is a safe alternative to traditional cigarettes and does not contain nicotine.

“E-cigarettes contain nicotine and are harmful and highly addictive. Use among high school students is up 78 percent in the last year, with 1.5 million new students using e-cigarettes,” said Tiffany Heckendorn, pediatrician at UC Davis Children’s Hospital, referencing the Federal Drug Administration (FDA)'s 2018 National Youth Tobacco Survey results.

Click here to learn five facts about JUULing that families need to know