Vaping company Juul Labs received federal permission to sell an updated version of its e-cigarette. This version includes an age-verification system designed to prevent underage use. The Food and Drug Administration’s decision allows Juul to market a new version of its popular vaping device. This marks the first such approval since the company’s launch over a decade ago.
Facing significant challenges in recent years, Juul laid off hundreds of employees and paid around $3 billion to settle lawsuits related to teen use of its products. Juul plans to market the new device under the name Juul2 along with updated tobacco- and menthol-flavored cartridges. Initially, Juul discontinued flavors like mango, mint, and creme that were popular among teens.
Juul CEO K.C. Crosthwaite stated the company aims to seek authorization for additional flavors beyond tobacco and menthol targeted specifically at adult nicotine users. Note that the FDA stresses its decision is neither an approval nor endorsement for non-smokers to use Juul or other e-cigarettes.
The FDA highlights that smokers who completely switch to Juul may reduce their exposure to harmful chemicals found in traditional cigarettes. Company studies revealed that 20% to 50% of smokers using Juul products quit smoking after six weeks, with success rates varying by flavor.
The FDA evaluates the risks and benefits to the U.S. population, considering how products can benefit adult users while posing risks to youth and non-users. For a product to receive marketing authorization, substantial evidence must demonstrate greater public health benefits.
The new Juul device optionally utilizes an online age-verification app before the e-cigarette can be unlocked. The app provides adult consumers insights into product usage, location, and device information. Users can lock their device to prevent unauthorized use.
The FDA approved a variety of e-cigarettes aimed at helping adults reduce or quit smoking. In May, a fruit-flavored e-cigarette received approval for adult smokers, signaling a policy shift. Juul, no longer the leading e-cigarette brand in the U.S., trails Vuse, produced by Reynolds American.
Teen vaping has declined, with many using unauthorized disposable e-cigarettes from China. These devices feature fruit and candy flavors.
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