The U.S. Food and Drug Administration (FDA) has officially authorized Juul Labs to continue selling its e-cigarette device and refill cartridges in both tobacco and menthol flavors. This decision reverses a 2022 marketing denial order that had pushed the once-dominant vape company to the brink of bankruptcy and ends years of regulatory uncertainty.
The FDA stated that its review of Juul’s submitted scientific data showed that authorizing these specific products is “appropriate for the protection of public health.” Regulators concluded that the evidence demonstrated that adult smokers who switch completely to Juul’s tobacco- or menthol-flavored products can reduce their exposure to the harmful carcinogens and chemicals found in traditional cigarettes. The authorization applies to the Juul device and its pods in two nicotine strengths.
This move is certain to face opposition from anti-tobacco groups and politicians who have long blamed Juul for sparking a years-long spike in underage vaping with its previously available fruit and candy flavors. However, Juul is no longer the top-selling e-cigarette brand, and recent federal data shows teen vaping has dropped to a 10-year low, with many young users having shifted to unauthorized disposable brands imported from China.
The FDA reiterated that this authorization is not an “approval” or endorsement of the products as safe and that people who do not smoke should not use them. Juul joins a small number of e-cigarette brands, including competitors Vuse and Njoy, that have received FDA marketing permission. Juul CEO K.C. Crosthwaite called the decision an “important milestone” and said the company may apply for more flavors in the future.
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