Washington, D.C., USA – The Food and Drug Administration made a significant announcement on Thursday regarding the ban on Juul e-cigarettes. The FDA has decided to reverse the ban while it reviews recent court decisions and evaluates new information submitted by the vape maker.
Initially, the FDA had ordered Juul to cease selling its products in 2022, but the products have remained on shelves pending an appeal process. Despite this legal battle, Juul has maintained its position as the second-largest e-cigarette maker in the United States.
The FDA has now placed Juul’s products back under agency review, clarifying that this does not guarantee full approval. Due to federal statutes, the FDA cannot disclose further details at this time.
Juul rose to prominence over a decade ago during the surge in e-cigarette popularity, but it faced criticism for potentially fueling nicotine addiction among a new generation. Statistics from the Centers for Disease Control and Prevention show that vaping peaked at around 28% among high school students in 2019.
While Juul has experienced financial setbacks, sales of e-cigarettes and alternative nicotine products continue to rise. Recent reports from the CDC indicate a nearly 50% increase in e-cigarette use between January 2020 and December 2022, with Juul trailing only Vuse in market share during that period.
There are now indications that the growth of e-cigarettes is being outpaced by smokeless tobacco products. Companies like Philip Morris, which owns nicotine pouch-maker Zyn, have reported significant increases in sales in the smokeless category.
In response to the FDA’s decision, Juul expressed appreciation and eagerness to engage in a science-based process to seek marketing authorization for its products. The company remains confident in the quality and safety of its products, believing that a thorough review of the scientific evidence will demonstrate their commitment to public health protection.
Despite the ongoing appeal process, the initial FDA ban in 2022 had a substantial impact on Juul’s finances, leading to a bailout from its major investors. Currently, only a limited number of e-cigarette products from a few companies have received official FDA approval for consumer marketing.