The U.S. Food & Drug Administration (FDA) has officially authorized Juul Labs to continue selling its e-cigarette device and refill cartridges in tobacco and menthol flavors. This decision concludes a multiyear review that began after the FDA ordered Juul to stop selling its products in 2022, a move that nearly led the company to bankruptcy.
Juul stated the FDA has now determined its products are "appropriate for the protection of public health," the legal standard for marketing tobacco products in the U.S. An FDA spokesperson clarified that this authorization does not mean the products are "FDA-approved" as safe, but that they meet the necessary marketing standards. Juul Labs CEO K.C. Crosthwaite called the decision an "important step toward making the cigarette obsolete," noting that over two million American adults have switched from cigarettes using Juul products.
Health expert Derek Yach, a former WHO employee, praised the decision as a victory for smokers, particularly those using menthol cigarettes, who now have a viable alternative. "I know that vaping products now represent the most effective way of achieving complete cessation in smokers, far more effective than... nicotine replacement therapy," Yach said.
The authorization comes amid a changed landscape. Juul was previously blamed for a surge in teen vaping, but the company states underage use of its products is down 98% since 2019. Recent FDA data also supports a decline in youth vaping to its lowest level in years. While this ruling is seen as a positive signal for the regulated vape sector, concerns about vaping's health risks persist, with a new study highlighting the presence of toxic metals in some e-cigarette vapor.
