The U.S. Food and Drug Administration (FDA) has authorized Juul Labs to sell an updated version of its e-cigarette, the Juul2, featuring an optional age-verification system to prevent underage use. The decision marks the first time the agency has permitted the sale of a new Juul device since the product’s launch over a decade ago.
The Juul2 will be sold alongside updated tobacco- and menthol-flavored cartridges, while the company has discontinued several fruit and candy flavors that were previously popular among teens. The FDA’s authorization does not constitute an endorsement, and regulators reiterated that non-smokers should avoid using e-cigarettes entirely.
Juul’s regulatory and business challenges
In recent years, Juul has faced significant legal and financial repercussions over concerns about teen use of its products. The company has paid approximately $3 billion to settle government and private lawsuits, and it has laid off hundreds of employees as part of restructuring efforts. Despite these setbacks, Juul remains a major player in the vaping market, though it has been surpassed by Vuse, a competing brand owned by tobacco giant Reynolds American.
FDA’s rationale and public health stance
The FDA’s decision is based on evidence that adult smokers who switch completely to Juul products can reduce their exposure to harmful chemicals found in traditional cigarettes. According to company studies reviewed by the FDA, 20% to 50% of smokers who used Juul products were able to quit smoking within six weeks, with quitting rates varying by flavor and nicotine strength. The agency emphasized that its authorization considers both the benefits to adult smokers and the risks to youth and non-users.
The new Juul2 includes an optional feature requiring age verification via an online app before the device can be unlocked. The FDA has previously authorized a limited number of e-cigarettes to help adult smokers quit or reduce cigarette use, including the first fruit-flavored electronic cigarettes approved for adult smokers in May.
Juul’s future plans and market position
Juul CEO K.C. Crosthwaite stated that the company intends to seek authorization for additional flavors beyond tobacco and menthol, targeting adult nicotine consumers. The company’s shift in strategy follows its 2019 discontinuation of several teen-favored flavors, including mango, mint, and crème, in response to regulatory pressure.
The FDA’s authorization comes amid ongoing debates about the role of e-cigarettes in public health, with regulators balancing harm reduction for adult smokers against the risks of youth initiation.