The Food and Drug Administration (FDA) has granted Juul Labs permission to sell an updated version of its e-cigarette, marking the first time the company has received federal authorization to market its top-selling device in over a decade. The updated device, branded as Juul2, includes an optional age-verification system intended to deter underage use.
The FDA's determination indicates that adult smokers who switch entirely to Juul products may reduce their exposure to harmful carcinogens and other chemicals found in traditional cigarettes. Company studies reviewed by the FDA suggest that between 20% and 50% of smokers using Juul products were able to stop smoking over a six-week period, with success rates varying by flavor and nicotine strength.
This decision does not constitute an endorsement of e-cigarettes, and the FDA maintains that individuals who do not smoke should not use Juul or any other e-cigarette products. The agency has previously authorized a limited number of e-cigarette devices aimed at helping adult smokers quit or reduce their cigarette consumption.
In 2019, Juul discontinued several fruit and candy-flavored cartridges, which had been popular among underage users, and has since faced significant financial repercussions, including layoffs and approximately $3 billion in settlements for lawsuits related to teen vaping. The company is no longer the leading e-cigarette brand in the U.S., having been surpassed by Vuse, a product of tobacco giant Reynolds American.
Federal data indicates a broader decline in teen vaping, with younger users now more frequently opting for unauthorized disposable e-cigarettes, often imported from China and available in fruit and candy flavors. Juul's updated device offers users the option to require age verification through an online app to unlock the e-cigarette.