BAT Pauses Unlicensed Vape Launch in US Amid FDA Action
British American Tobacco (BAT) has paused a pilot plan to launch an unlicensed disposable vape product, Vuse One, in the United States. The decision by its U.S. subsidiary, Reynolds American, marks a significant reversal and highlights the complex challenges major tobacco companies face in competing with a booming market of unregulated vaping products, largely imported from China.
The plan to launch Vuse One without prior U.S. Food and Drug Administration (FDA) authorization, though only a pilot, was seen as an assertive shift in strategy for “Big Tobacco,” which has long criticized the FDA’s slow and often prohibitive licensing process. However, the FDA has recently intensified its crackdown on the illicit vape market, stepping up raids on unauthorized products and targeting firms in the supply chain. In a previously unreported letter dated September 17, the FDA warned Reynolds that selling new nicotine products without authorization was unlawful. Reynolds told Reuters its decision to postpone the launch was made prior to receiving this letter and was unrelated.
The FDA has also launched a pilot program aimed at testing a streamlined application process. In response, Philip Morris International (PMI) CEO Jacek Olczak stated that his company’s “plan A” is to stick within the rules now that the FDA has signaled it would speed up applications. In contrast, Altria still plans to proceed with a test launch of an updated version of its On! nicotine pouch brand this autumn, despite it also lacking an FDA license.
The FDA’s pilot program for faster applications has drawn concern from anti-tobacco campaign groups, who fear it could lower scientific standards. The FDA maintains it will not compromise on its rigorous evaluation process or its commitment to protecting public health.
- Read more: BAT Launches Vuse Ultra Smart Vape with App Control
- News source: Exclusive: BAT pauses unlicensed US vape launch as FDA action accelerates
- South Korea Escalates Tobacco Warnings with Blunt, Fatalistic Labels - June 22, 2026
- Magnolia Commissioner Proposes Ordinance to Ban Vape Shops - June 22, 2026
- Belarus Moves to Ban Vape and E-Cigarette Advertising Under New Bill - June 22, 2026
