FDA Might Order Juul E-Cigarettes Off US Markets As Early As Wednesday, Reports Say

Juul Labs Inc., a popular e-cigarette producer, could be ordered to stop selling its goods in the United States. The Food and Drug Administration (FDA) is likely to reject its application to get around the flavored nicotine regulations, reports say.

The FDA is ready to order Juul Labs to remove its e-cigarettes from the US market, the Wall Street Journal stated on Wednesday, citing sources familiar with the matter. The FDA’s verdict is expected anytime this week.The marketing rejection decision would come after a nearly two-year assessment of data given by the vaping company, which sought permission to keep its tobacco- and menthol-flavored products on the market in the United States.

Juul has been circling in uncertainty ever since it was targeted by the FDA four years ago, when its fruity flavors and hip marketing were held liable for encouraging an increase in teenage vaping.
The FDA has been reviewing vaping goods, comparing their appeal among young people against their potential benefits as less dangerous alternatives for adult cigarette smokers. The report comes only one day after the Biden Administration announced plans to limit the amount of nicotine in cigarettes to ‘non-addictive’ levels as part of a larger effort to eliminate smoking in America.

In 2020, all e-cigarette producers in the United States were obliged to submit their products for FDA approval. NJOY Holdings Inc., and Reynolds American Inc., received approval and in October British American Tobacco Plc received the green signal to sell its tobacco-flavored pods and Vuse Solo e-cigarettes.

Juul was expected to receive a similar clearance. The company could pursue an appeal through the FDA, challenge the decision in court, or file a revised application for its products. Juul has marketed its products as devices that can assist nicotine addicts gradually wean themselves off in a safe manner, as vape devices do not have many of the same drawbacks as smoking tobacco cigarettes. Instead, the fruity and mint aromas in many of its products attracted many youngsters and teenagers to smoking when they otherwise would not have.

According to a Centers for Disease Control and Prevention (CDC) study, e-cigarette devices were the primary cause of the recent surge in nicotine and tobacco use. In recent years, the FDA has targeted Juul and the e-cigarette sector in general. An FDA decision against Juul would be a setback for Marlboro producer Altria Group Inc., which paid $12.8 billion for a 35% interest in Juul in 2018.

Separately, the FDA is also moving forward with a plan to mandate the elimination of nearly all nicotine in cigarettes.

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