Juul gets OK to sell updated vaping device with age-gating technology

On Friday, the FDA granted Juul Labs permission to sell an updated version of its popular e-cigarette, dubbed Juul2. This new device comes equipped with an optional age-verification system, designed to deter underage use. The FDA's decision marks the first time Juul can legally sell the improved version since launching over a decade ago.

Juul has faced significant challenges in recent years, including massive layoffs and paying out roughly $3 billion in legal settlements over teen usage of its products. In 2019, the company withdrew several flavors, such as mango, mint, and creme, which had driven a majority of its sales but were popular with teenagers.

CEO K.C. Croswaite stated that Juul aims to market the new system with a variety of flavors beyond tobacco and menthol, catering to adult nicotine consumers. The FDA's determination indicates that smokers who fully switch to Juul can reduce their exposure to harmful carcinogens and other chemicals present in traditional cigarettes.

Company studies reviewed by the FDA revealed that 20% to 50% of smokers using Juul products successfully quit smoking within six weeks, with rates varying based on flavors and nicotine strengths.

The new device also offers users the choice to require age verification through an online app before unlocking the e-cigarette.