Vaping company Juul Labs has received federal approval to sell an updated version of its e-cigarette, featuring an optional age-verification system aimed at preventing underage use. The Food and Drug Administration (FDA) has granted permission for the sale of this new version, marking a significant milestone for Juul since its inception over a decade ago.
Juul has faced challenges in recent years, including the layoff of hundreds of employees and a $3 billion payout to settle various lawsuits related to teen usage of its products. The company intends to launch the new device under the brand name Juul2, along with revised versions of its tobacco- and menthol-flavored cartridges. In 2019, several flavors, such as mango, mint, and creme, were discontinued due to their popularity among teens.
In a statement, Juul CEO K.C. Crosthwaite expressed plans to seek authorization for additional flavors targeting adult nicotine consumers. It is important to note that the FDA’s announcement is not an endorsement and advises non-smokers against using Juul or any e-cigarettes. The FDA has stated that switching completely to Juul may reduce exposure to harmful carcinogens and chemicals found in traditional cigarettes.
Studies conducted by Juul and reviewed by the FDA indicate that 20% to 50% of smokers using Juul products were able to quit smoking within six weeks, with success rates varying by flavor. The FDA emphasized its consideration of risks and benefits, accounting for advantages to adult tobacco users who switch to lower-risk products and addressing the potential risks to youth and non-users.
To receive marketing authorization, Juul must provide substantial evidence that their new product offers greater benefits to public health than risks. The new device includes an optional age verification system via an online app, providing adult users insights into their product usage, device location, battery status, and pod-level information. Users can also lock their device to prevent unauthorized use.
The FDA has previously approved various e-cigarettes to aid adult smokers in quitting or reducing cigarette consumption, including the authorization of fruit-flavored e-cigarettes intended for adults. Juul is no longer the leading e-cigarette brand in the U.S., with Vuse by Reynolds American currently taking the lead. Federal data indicates a decline in teen vaping, with most teens who continue to vape using unauthorized disposable e-cigarettes imported from China, featuring fruit and candy flavors.