Juul Labs Receives FDA Approval for Updated E-Cigarette with Age Verification
Vaping company Juul Labs has gained federal approval to sell a revised version of its e-cigarette, featuring an optional age-verification system aimed at curbing underage use. The Food and Drug Administration’s decision marks the first time Juul will market a new version of its flagship device since its initial release over a decade ago.
Recent years have been challenging for Juul, as the company faced substantial layoffs and financial settlements, amounting to approximately $3 billion, due to lawsuits related to the use of its products by teenagers. The new device will be marketed under the name Juul2, alongside updated versions of its tobacco- and menthol-flavored cartridges. Popular flavors such as mango, mint, and creme, discontinued in 2019 due to their appeal among teenagers, will not be reintroduced.
Juul CEO K.C. Crosthwaite stated that the company aims to gain authorization for additional flavors targeted at adult nicotine users. The updated e-cigarette, as shown in a photo provided by Juul Labs Inc., comes with features designed to monitor usage closely.
The FDA stresses that its decision is neither an endorsement nor approval for non-smokers to use Juul or similar e-cigarettes.
According to the FDA, smokers who switch completely to Juul products may reduce their exposure to harmful carcinogens and chemicals typical in traditional cigarettes. Company studies evaluated by the FDA indicated that between 20% and 50% of smokers managed to quit after using Juul products over six weeks. Quitting rates varied depending on the flavors consumed.
The FDA considers the risks and benefits for the U.S. population overall, weighing benefits to adults who might transition from tobacco products to e-cigarettes versus risks posed to youth and non-users. Marketing authorizations depend on evidence showing greater benefits to public health than risks. Juul Labs’ new device includes a feature where age verification via an online app can be required before unlocking the e-cigarette.
Juul Labs highlights that the optional app, intended for those 21 and older, connects with the device to provide insights into usage, location, and real-time information about battery and pod levels. It also allows users to lock the device to prevent unauthorized use.
The FDA has approved a limited number of e-cigarettes intended to aid adult smokers in reducing or stopping smoking. A notable decision in May involved approval for fruit-flavored electronic cigarettes designated for adult smokers, reflecting a significant shift in policy after appeals to President Trump from the vaping industry.
Juul no longer holds the top spot in e-cigarette sales within the U.S., following Vuse, which is marketed by Reynolds American. While vaping among teenagers has broadly declined, some teens still use illicit disposable e-cigarettes with fruit and candy flavors sourced from China.