The U.S. Food and Drug Administration (FDA) has officially authorized Juul Labs to continue marketing its original e-cigarette device and refill cartridges in both tobacco and menthol flavors. This decision ends a multi-year period of regulatory uncertainty for the company, which was once widely blamed for a surge in youth vaping.
The FDA's authorization is based on a scientific review concluding that the products are "appropriate for the protection of public health." The agency cited evidence showing a high percentage of adult smokers successfully switched from traditional cigarettes to Juul's tobacco or menthol-flavored products, and that this benefit outweighed the risks, including potential appeal to youth. The FDA emphasized that this action is not an "approval" of the products as safe.
This move reverses a 2022 marketing denial order that nearly led to Juul's bankruptcy and followed a multi-billion dollar settlement over accusations of marketing to minors. While anti-tobacco groups have expressed dismay, Juul's market share has declined significantly amidst competition from unauthorized imported disposable vapes. The FDA will continue to monitor Juul's compliance with youth marketing restrictions.
