FDA Authorizes New Juul Vape Device with Age-Gating Technology

Juul2 FDA authorization

The US Food and Drug Administration (FDA) has authorized Juul Labs to sell an updated version of its e-cigarette, featuring an optional age-verification system. This decision marks the first time the company has received federal permission to launch a new device since its initial debut over a decade ago.

The newly authorized device, marketed as Juul2, includes updated tobacco- and menthol-flavored cartridges. To prevent underage use, the device offers an optional age-verification feature that requires users to unlock the e-cigarette via an online application.

The FDA noted that adult smokers who switch completely to Juul can reduce their exposure to harmful chemicals found in combustible cigarettes. FDA-reviewed studies submitted by Juul indicated that between 20% and 50% of adult smokers successfully stopped smoking after six weeks of using the products, with cessation rates varying by flavor.

Juul CEO K.C. Crosthwaite stated that the company intends to seek authorization for “a portfolio of flavors — beyond tobacco and menthol — that are targeted to adult nicotine consumers.” This strategy follows years of litigation and financial strain, during which Juul paid approximately $3 billion to settle lawsuits regarding youth vaping.

Juul has lost its position as the top-selling US e-cigarette brand to Vuse, owned by Reynolds American. Meanwhile, federal data shows that underage vapers have largely shifted away from cartridge-based systems like Juul toward unauthorized, flavored disposable e-cigarettes imported from China.

Matthew Ma
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