Three years after the company stopped selling its fruity and sweet flavors after allegations of targeting minors, the Food and Drug Administration (FDA) is ready to take Juul e-cigarettes off the market in the US.
news . was reported by wall street journal on Wednesday, which cited people familiar with the matter as its source. According to the newspaper, the FDA is expected to announce its decision as early as this week. newsweek The FDA and Juul have been contacted for comment.
Why the ban on Juul?
Founded in 2015 and now headquartered in Washington D.C., Juul quickly became the most popular e-cigarette brand in America—and is now second only to Reynolds’ Vuse brand—thanks to a massive, hip social media campaign that garnered a lot of attention. Launched its products in the national market.
The Juul—which looks like a USB flash drive—is extremely popular among teenagers and is considered a symbol of teen status. Its appeal to younger people, which has raised concerns about reversing a long-term decline in the number of youth who smoke, first got the company in trouble with the FDA.
The federal agency began investigating Juul’s products four years ago, prompted by allegations that the company’s sweet and fruit-flavored products, along with Juul’s lucrative marketing strategy, encouraged people to take vaping instead of quitting. .
Since then, the company has been trying to halt the sale of sweet and fruit flavors and voluntarily shut down its Facebook and Instagram accounts in 2019, under close scrutiny from regulators and the public. Sweet and fruity e-cigarette cartridges were then completely banned by the FDA in 2020.
But concerns remain over how safe Juul’s e-cigarettes are compared to traditional tobacco. The nicotine content in Juul’s e-cigarettes remains high, and its effects on the health of the vaping have not yet been properly assessed.
In 2020, the FDA requested that all US e-cigarette makers submit data on their products for the agency to review whether they should remain on the market. Juul said to continue selling its tobacco and menthol-flavored products in strengths of 3 percent and 5 percent nicotine.
Juul last year agreed to pay North Carolina $40 million and change its business practices in the state after regulators blamed the company for the growing popularity of e-cigarettes among teens.
Joule Labs, which is 35 percent owned by Marlboro manufacturer Altria, states on its website that it is “committed to helping adult smokers transition away from combustible cigarettes while combating the serious problem of underage use.” Is.”
Is Juul the only e-cigarette company affected?
The FDA previously approved Reynolds American Inc. and NJOY Holdings Inc.—Juul’s biggest rival—to market tobacco-flavored e-cigarettes, prompting industry observers to expect similar approval for Juul.
But the big changes are expected to stir the market soon, because in April, the FDA announced plans to ban all menthol-flavored e-cigarettes in the U.S., a move that the agency said will help youth initiation and Will reduce tobacco-related deaths and diseases.
The FDA also plans to set maximum nicotine levels in cigarettes, trying to make them less addictive because tobacco-related deaths remain the number one cause of preventable deaths in the country.
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