Jessica Tyson
28/05/2025 • 5 min read
When choosing a vape, nicotine strength is one of the most important things to get right. It affects how satisfying your vape feels, how often you’ll reach for it, and how successfully you manage your cravings, whether you’re quitting smoking or switching between devices.
If you’ve done any research into JUUL, you may have found references to 3% and 5% nicotine pods. In some countries, including the United States, JUUL pods were historically available in:
However, if you live in the UK, the situation is different. Due to regulations under the Tobacco Products Directive (TPD), the maximum nicotine strength legally allowed in any e-liquid is 20 mg/ml. As a result, JUUL2 pods (the latest generation of JUUL products available in the UK) contain 18 mg/ml of nicotine, well within legal limits.
In this article, we'll look at these past options, how JUUL2 pods compare, and how to choose the right nicotine strength for your needs today.
Originally, the U.S.-based company JUUL offered two primary pod strengths in the US market:
Higher nicotine percentages meant faster and more pronounced nicotine delivery, which helped many smokers successfully transition to vaping. However, concerns around nicotine consumption led to greater regulatory scrutiny in many countries.
The TPD is a set of regulations introduced by the European Union to create consistent standards for tobacco and vaping products across Europe. Under the TPD:
Although the UK has now left the EU, TPD regulations were retained under British law. This is why JUUL2 pods in the UK are limited to 18 mg/ml - a strength designed to comply with these legal limits while still providing satisfying nicotine delivery.
Each JUUL2 pod contains approximately 1.2 ml of e-liquid and 18 mg/ml nicotine (equivalent to 1.8%).
Although 18 mg/ml is lower than the 5% pods once available in the U.S., JUUL2 technology delivers nicotine more efficiently:
For most users, particularly those switching from smoking, 18 mg/ml offers plenty of nicotine satisfaction, often comparable to what earlier JUUL pods delivered.
So, how does 18 mg/ml translate to your needs? This table provides some helpful guidelines:
| YOUR BACKGROUND | RECOMMENDATION |
|---|---|
| Heavy smoker (20+ cigarettes per day) | 18 mg/ml should deliver strong, satisfying nicotine levels. |
| Moderate smoker (10-20 cigarettes per day) | 18 mg/ml will likely feel just right - full satisfaction without overdoing it. |
| Light or social smoker (<10 cigarettes) | 18 mg/ml may feel strong - moderate puffing or lower consumption is advisable. |
| No prior nicotine use | Start cautiously - 18 mg/ml is designed for smokers switching to vaping. |
Feeling dizzy, nauseous, or light-headed while vaping can indicate you're getting more nicotine than your body is comfortable with in a short time. This might mean you're using your JUUL too often and going through too many JUUL pods a day. These sensations are also important to recognise as potential JUUL side effects that can occur when nicotine intake is too high. To adjust, try spacing out your puffs or shortening your vaping sessions.
To help clarify the variations, the following table offers a side-by-side comparison of JUUL pods as they were in the U.S. and how JUUL2 pods are in the UK today:
| FEATURE | U.S. (Historic JUUL Pods) | UK (Current JUUL2 Pods) |
|---|---|---|
| Pod size | ~0.7 ml | ~1.2 ml |
| Nicotine strength options | 3% (~35 mg/ml) or 5% (~59 mg/ml) | 18 mg/ml |
| Legal limit on nicotine | No TPD restrictions historically | 20 mg/ml maximum (TPD-compliant) |
| Available today | limited or phased out | Fully available |
Understanding this difference is important if you've seen older JUUL pod information online, or if you're switching from devices bought abroad.
In the UK, 18 mg/ml is the strongest option available for JUUL2, and for most vapers, it delivers more than enough satisfaction.
Despite the broader discussion around 3% and 5% nicotine, the reality is that JUUL2 pods offer 18 mg/ml - the strongest legal option available to UK vapers.
If you're switching from cigarettes, the 18 mg/ml pods should provide a smooth, effective vaping experience with strong nicotine delivery. If you're coming from older 5% pods abroad, you might notice a slight difference initially. However, the advancements in JUUL2's technology are intended to provide comparable satisfaction, and many users do adjust quickly.
Ultimately, finding the right strength is about balance: enough nicotine to manage cravings, without overdoing it. JUUL2 pods in the UK are designed to strike exactly that balance.
