Juul can keep selling tobacco and menthol e-cigarettes, FDA decides

Juul, a leading vaping brand, has been given the green light by the Food and Drug Administration to continue selling its electronic cigarettes. The FDA stated that Juul’s research demonstrates that their e-cigarettes are a safer alternative for adult smokers looking to transition to vaping.

This decision comes after Juul faced criticism for being a major contributor to the rise in teen vaping.

The FDA’s approval covers both tobacco and menthol-flavored versions of Juul’s reusable product, which uses nicotine-filled cartridges available in two different strengths. Juul had previously discontinued several fruit and candy flavors in response to concerns about their appeal to underage users.

Juul will now be one of only two companies in the U.S. authorized to sell menthol-flavored vapes, a popular choice among adult vapers.

“This is a significant milestone for the company, and we believe we have presented a strong scientific case for the benefits of menthol in e-vapor,” said Juul CEO K.C. Crosthwaite in a statement to The Associated Press.

Opposition to the FDA’s Decision

Despite the FDA’s decision, parents, lawmakers, and anti-tobacco groups are expected to oppose the ruling. Many have been advocating for a permanent ban on Juul products due to their role in the surge of underage vaping.

Yolonda Richardson, CEO of the Campaign for Tobacco-Free Kids, criticized the FDA’s decision, stating, “It is a significant step in the wrong direction to authorize the sale of a product that sparked a public health crisis.”

Once valued at over $13 billion, Juul has faced financial setbacks and legal challenges due to its association with youth vaping.

In June 2022, the FDA initially ordered Juul to remove its products from the market. However, the agency reversed its decision shortly after and agreed to reevaluate Juul’s application following a legal dispute. The FDA had expressed concerns about potentially harmful chemicals in Juul’s e-cigarettes and questioned the data provided by the company.

Juul argued that the FDA had overlooked essential scientific data crucial to their submission.

FDA Authorization, Not Endorsement

The FDA’s decision does not constitute an endorsement of Juul’s products. The agency reiterated that individuals who do not smoke should not use e-cigarettes. The FDA’s determination indicates that adult smokers who switch entirely to Juul may reduce their exposure to harmful chemicals found in traditional cigarettes.

Juul’s authorization applies to their original system, and the company is exploring options for additional flavors and next-generation devices.

“It is crucial that American adults who use tobacco have regulated alternatives,” stated Crosthwaite.

Several e-cigarette companies have received FDA approval to assist adult smokers in quitting or reducing their cigarette consumption. Juul’s competitors, Vuse and Njoy, have also been authorized to continue selling their products.

To meet FDA requirements, companies must demonstrate that their products benefit public health by helping adult smokers quit while deterring youth usage.

The Rise and Fall of Juul

Founded in 2015 by two Stanford University students, Juul quickly became a dominant force in the vaping market with its high-nicotine, flavorful cartridges. However, the company’s success was overshadowed by concerns about underage vaping.

In response to mounting pressure, Juul ceased most of its advertising and eliminated most flavors, leaving only tobacco and menthol options. The company faced numerous lawsuits and investigations from federal, state, and local authorities.

In 2022, Juul reached settlements totaling billions of dollars to resolve legal disputes related to its marketing practices and impact on youth vaping.

Despite its past success, Juul is no longer the top-selling e-cigarette brand, trailing behind Vuse, a product of Reynolds American.

Teen vaping has declined in recent years, with federal data showing a significant drop in underage use. The FDA’s enforcement efforts against unauthorized brands, such as Elf Bar, have contributed to this decrease.

While Juul has made efforts to address concerns about youth vaping, disposable e-cigarettes like Elf Bar continue to offer fruit and candy flavors.