FDA Says Juul Can Sell Updated Vaping Device With Age-Gating Technology

On Friday, the FDA granted Juul Labs permission to sell an updated version of its popular vaping device, complete with an optional age-verification system aimed at preventing underage use. This marks the company's first opportunity to sell the device since its launch more than a decade ago. Over the years, Juul has faced significant challenges, including layoffs and a $3 billion settlement to address concerns about teenage usage.

Earlier this year, the FDA permitted Juul to retain its e-cigarettes on the market following a review. Prior to this, the company had discontinued several flavors popular among teens, including mango, mint, and creme, in an effort to curb underage use.

Juul plans to launch its new device under the brand name Juul2, alongside updated versions of its tobacco- and menthol-flavored cartridges. CEO K.C. Croswaite stated that the company intends to market the new system with a diverse range of flavors, excluding tobacco and menthol, catering to adult nicotine consumers. The new device also allows for age verification through an online app before the e-cigarette can be activated.

While this is not an official approval, regulators emphasize that individuals who do not smoke should refrain from using Juul or any other e-cigarettes. The FDA's decision suggests that smokers who wholly switch to Juul could potentially lower their intake of harmful carcinogens and chemicals present in traditional cigarettes. Studies reviewed by the FDA indicate that between 20% to 50% of smokers who used Juul products managed to quit smoking within 6 weeks, with rates varying based on the flavors and nicotine strengths utilized.

The FDA has previously authorized select e-cigarettes to assist adult smokers in quitting or reducing their cigarette consumption. In May, the FDA approved the first fruit-flavored e-cigarettes intended for adult smokers, a significant policy shift that followed months of lobbying efforts by the vaping industry. Currently, Juul is no longer the leading e-cigarette brand in the U.S., trailing Vuse, which is produced by Reynolds American, the tobacco company behind Camel and Newport cigarettes.