FDA allows Juul to sell updated e-cigarette with age-verification option

Vaping company Juul Labs has received federal permission to sell an updated version of its e-cigarette, the Juul2, which includes an optional age-verification system. The Food and Drug Administration (FDA) granted the approval Friday, marking the first time the company can sell a new version of its top-selling device in over a decade.

Juul plans to market the Juul2 device along with updated tobacco- and menthol-flavored cartridges. In 2019, the company discontinued several popular flavors, such as mango, mint, and creme, which were favored by teenagers and drove significant sales. Juul CEO K.C. Crosthwaite indicated plans to seek authorization for additional flavors targeted at adult nicotine consumers.

The FDA emphasized that this authorization is not an endorsement, and individuals who do not smoke should avoid Juul and all other e-cigarettes. However, the agency noted that smokers who switch completely to Juul may reduce their exposure to harmful carcinogens found in traditional cigarettes. Company studies reviewed by the FDA suggest that between 20% to 50% of smokers using Juul products were able to quit smoking within six weeks.

The FDA's decision considers the overall population health, balancing the potential benefits for adult smokers who switch to a potentially lower-risk product against the risks posed to youth and non-tobacco users. The new Juul2 device features an optional 21-and-up app that pairs with the device, allowing adult users to monitor usage, lock the device to prevent use by others, and access product insights.

This approval follows the FDA's authorization of a handful of other e-cigarettes intended to help adult smokers quit or reduce cigarette consumption. In May, the agency approved the first fruit-flavored electronic cigarettes for adult smokers, signaling a significant policy shift.

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To receive marketing authorizations, the FDA must have sufficient evidence that the new products offer greater benefits to population health than risks.