The United States has reversed its ban on products sold by Juul, one of the country’s leading e-cigarette companies. The ban, initially imposed in 2022 by the US Food and Drug Administration (FDA), was a response to a significant rise in vaping among teenagers.
The FDA clarified that this reversal does not equate to an authorization for sale. A comprehensive review of Juul’s products is still pending. Despite the initial ban, Juul’s products have remained on shelves while the company appealed the FDA’s decision, and they will continue to be available during the review process.
In a statement released on Thursday, Juul expressed appreciation for the FDA’s decision and committed to working with the agency to secure marketing authorization for its products. All e-cigarette products must obtain FDA authorization to be legally marketed in the United States.
On Thursday, the FDA noted that the reversal was influenced by new case law and a review of information provided by Juul. Founded in California in 2015 by two smokers, Juul has marketed its products as a healthier alternative to traditional cigarettes. However, the high nicotine content in Juul’s products has drawn criticism, particularly as teenage usage has surged in recent years.
Critics attribute this rise to Juul’s colorful packaging, a variety of flavors, and the use of young models in marketing campaigns. According to the US Centers for Disease Control and Prevention, about one in ten high school students and one in twenty-two middle school students reported using e-cigarettes within the past 30 days.
In 2022, when the FDA banned Juul’s products, the agency cited insufficient evidence in the company’s applications to demonstrate that their marketing met the required public health standards. The FDA specifically highlighted concerns about potentially harmful chemicals leaching from e-liquid pods.
That same year, Juul settled over 5,000 US vaping lawsuits, facing accusations of targeting teenagers. Additionally, the company agreed to pay hundreds of millions of dollars to end a review of its advertising practices.
The reversal of the ban opens the possibility for Juul to receive full federal clearance, but the final decision remains contingent on the FDA’s thorough review of the company’s products. The ongoing scrutiny aims to ensure that Juul’s marketing practices and product safety meet the stringent public health standards set by the law.
